When people think of Guinness, they imagine a dark, creamy stout poured into a classic pint glass. But in 2019, the legendary Irish brand surprised the world with an unexpected product: Guinness Clear.
Unlike its famous beer, Guinness Clear wasn’t a new beverage—it was simply water. This bold campaign, launched as part of a responsible drinking initiative, became one of the most talked-about marketing moves in recent years. But why did Guinness promote water? How did it become such a brilliant advertising success?
In this article, we dive into the story behind Guinness Clear, exploring its concept, impact, and the lessons marketers can learn from this creative campaign.
The Concept Behind Guinness Clear
A Unique Approach to Responsible Drinking
In the lead-up to major sporting events like the Six Nations Rugby Championship, Guinness—one of the tournament’s main sponsors—wanted to encourage responsible drinking. Instead of using a typical public service announcement, the brand took a more creative and humorous approach.
Rather than launching an actual alcohol-free Guinness, they introduced Guinness Clear—bottled, refreshing, and crystal-clear… because it was just water.
The Message: Hydration is Key
The campaign emphasized that drinking water between alcoholic drinks helps people pace themselves, avoid excessive drinking, and enjoy their night responsibly. By packaging water as “Guinness Clear,” the brand made responsible drinking feel fun, relatable, and engaging—rather than a boring lecture.
A Masterclass in Branding
Guinness applied all its iconic branding elements to Guinness Clear, including:
- A sleek black-and-gold logo.
- A dramatic advertising campaign featuring water being poured in slow motion, just like a pint of Guinness.
- A tagline that encouraged drinkers to “Make It a Guinness Clear” between rounds.
This clever approach turned a serious message into an entertaining and shareable campaign.
How Guinness Clear Became a Viral Sensation
Humor and Creativity in Marketing
Instead of using scare tactics about alcohol consumption, Guinness opted for a lighthearted and humorous approach. The ad featured rugby stars and bartenders dramatically pouring pints of Guinness Clear, making the campaign memorable and engaging.
By treating water with the same reverence as their famous stout, Guinness captured audience attention and sparked conversation.
Leveraging the Power of Sports Sponsorship
Guinness is a long-time sponsor of rugby, particularly the Six Nations Championship. This campaign launched just before the tournament, ensuring it reached millions of sports fans who would be drinking during matches.
By associating Guinness Clear with sports culture, the brand cleverly positioned hydration as a smart, responsible, and even cool choice.
Social Media and Public Engagement
The internet quickly embraced Guinness Clear, with people sharing memes, videos, and reactions to the campaign. Some even jokingly asked where they could buy Guinness Clear in stores!
The playful nature of the campaign made it viral, helping Guinness spread its responsible drinking message without seeming preachy.
The Impact of Guinness Clear on Alcohol Awareness
Changing Perceptions of Responsible Drinking
Most responsible drinking campaigns focus on warnings or restrictions, but Guinness Clear flipped the narrative. By making water part of the beer-drinking experience, it encouraged a cultural shift in how people approach alcohol consumption.
Instead of feeling like they were “missing out” by drinking water, people started seeing it as a smart and socially acceptable choice.
Setting a New Standard in Alcohol Marketing
Guinness Clear proved that alcohol brands can promote responsible drinking without hurting their own sales. By associating Guinness with both alcohol and water, the company positioned itself as a brand that cares about its customers while reinforcing its legendary identity.
Many companies have since taken inspiration from Guinness Clear, recognizing that fun, engaging campaigns are often more effective than traditional public service announcements.
Lessons Marketers Can Learn from Guinness Clear
The success of Guinness Clear offers valuable insights for brands looking to create impactful marketing campaigns.
Embrace Humor and Creativity
A message doesn’t have to be serious to be effective. By making responsible drinking fun, Guinness engaged its audience in a way that traditional warnings never could.
Leverage Existing Brand Strengths
Guinness used its iconic branding, visuals, and reputation to make Guinness Clear feel authentic. Marketers should learn to lean into their brand identity when crafting new campaigns.
Create Shareable and Viral Content
The campaign’s social media success proved the power of shareable content. By making people laugh and think at the same time, Guinness Clear became a viral sensation.
Align with Cultural Moments
By launching during the Six Nations Rugby Championship, Guinness Clear maximized visibility and relevance. Brands should time their campaigns around key cultural events to increase impact.
Conclusion
Guinness Clear wasn’t just a campaign—it was a marketing masterclass. By repackaging water as an iconic brand, Guinness successfully promoted responsible drinking in a fun, engaging, and memorable way.
The campaign not only went viral but also changed the way people think about hydration and alcohol consumption. It demonstrated that responsible drinking doesn’t have to be boring—it can be as legendary as a pint of Guinness itself.
Would you Make It a Guinness Clear? Cheers to brilliant marketing!
FAQs
1. What is Guinness Clear?
Guinness Clear is simply water, introduced as part of a clever responsible drinking campaign by Guinness in 2019.
2. Is Guinness Clear an actual product?
No, Guinness Clear isn’t a real product—it was a marketing campaign to encourage drinking water between alcoholic drinks.
3. Why did Guinness promote water?
Guinness wanted to encourage responsible drinking by reminding people to hydrate while consuming alcohol.
4. Did Guinness Clear affect beer sales?
No, Guinness Clear was designed to support responsible drinking while reinforcing the brand’s commitment to its customers’ well-being.
5. How did people react to Guinness Clear?
The campaign went viral, with many people loving the humor and creativity behind it. Some even asked where they could buy Guinness Clear in stores!
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