Integrated Beer 2019
Guinness Clear
Insight
Sometimes doing the right thing just isn't exciting enough to motivate people.
Idea
Promote drinking responsibly by branding tap water as a new Guiness product.
Execution
Rebranded boring old tap water as an exciting new drink: Guinness Clear.
Notes
There's lot's of product invention type ads out there and this is one of the best I've seen. Really engaging way to get people thinking about responsible drinking, which is typical a snoozefest. Rolled out expertly.