Creative in association withGear Seven
AMV BBDO and Guinness Rebrand Tap Water to Guinness Clear
Advertising Agency
London, UK
Guinness launches new responsible drinking spot directed by Tom Kuntz ahead of the 2019 Guinness Six Nations

Today, Guinness launches its new global responsible drinking campaign to encourage moderation amongst the millions of fans who’ll be enjoying the 2019 Guinness Six Nations - kicking off on Friday, 1st February. 

Swapping beer for a glass of water now and then can help you to moderate your drinking. But the trouble is - not everyone feels comfortable ordering water in the pub. So Guinness are rebranding tap water and launching it like a real product.

Guinness Clear.

So, from now on, when you order water, it won’t feel like a cop out - you’re having a Guinness. It’s just a Guinness that happens to be made with 100% H20, that’s all. 

The campaign from AMV BBDO launches with a glossy TV ad made by top US director Tom Kuntz, famous for the Old Spice commercial, The Man Your Man Could Smell Like. 

The ad pokes fun at all the clichés of traditional beer advertising. We see adoring slow-motion product shots and see satisfied drinkers reacting with delight to the amazing taste of tap water.

Guinness Clear makes drinking water an active, positive choice. And it’s available, free of charge, from all good taps nationwide.  

Former Irish international rugby player Brian O’Driscoll and former English international and World Cup winning rugby player Lawrence Dallaglio were at St. James’s Gate to launch the #GuinnessClear campaign and encourage all rugby fans to drink responsibly throughout the Guinness Six Nations by drinking Guinness Clear to moderate their drinking choices.

Guinness Clear will be treated just like any new Guinness beer with a new TV ad going live in GB & Ireland for the Guinness Six Nations from February 1st. There will also be a Guinness Clear social media campaign that can be followed via #GuinnessClear along with a heavy presence at Home Nations’ stadiums, including branded water fonts and Guinness Clear sampling teams giving water to match day goers. 

By drinking plenty of water at a social occasion, the body is kept hydrated and it helps people to moderate their drinking. Water is a positive choice and should be celebrated.  

Speaking at the launch of Guinness Clear Brian O’Driscoll said: “Guinness Clear is a positive initiative with a great message, it engages with people and sports fans alike and reminds people to have fun while at the same time being aware of responsible drinking. I’ll certainly be mindful of it myself as the Guinness Six Nations kicks off.” 

Mark Sandys, global head of beer, Baileys and Smirnoff at Diageo also added: “At Guinness, responsible drinking is something we take very seriously. With the launch of Guinness Six Nations we wanted to ensure we delivered this important message to sports fans in a compelling way and so Guinness Clear was born. We think the light-hearted approach delivered through our Guinness Clear product launch will drive conversation and put responsible drinking to front of mind throughout the Guinness Six Nations and beyond. We want to make sure that ordering water, no matter the context, is an active and positive choice by the millions of fans who will be watching and attending the Guinness Six Nations over the next six weeks.”

The Guinness Six Nations 2019 kicks off this coming Friday in Paris for an exciting encounter between France and Wales that sets up a very exciting weekend of rugby with Ireland taking on old rivals England in Dublin, and Scotland taking on Italy in BT Murrayfield – a weekend that is bound to whet the appetite for the Championship that lies ahead!

The GUINNESS Brand is a proud supporter of Irish rugby and the title sponsor, official beer and official responsible drinking partner of the Guinness Six Nations, Rugby’s Greatest Championship.

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