Sporting teams and events often come under a lot criticism for sponsorship partnerships with big beverage giants, but the iconic Irish stout Guinness has launched a new marketing initiative that will surprise its critics.
The beverage company which has taken over sponsorship of the Six Nations rugby tournament, has launched a new ad campaign for the event showcasing its “latest innovation” Guinness Clear.
Made from 100 per cent H2O, the black stuff is nowhere to be seen in the new ad, which is intended to encourage responsible drinking and make rugby fans more comfortable with the idea of ordering a pint of water in the pub.
“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,” said Mark Sandys, global head of beer, Baileys and Smirnoff at Diageo.
“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.”
Guinness Clear will have a heavy presence at home nations’ stadiums, including branded water fonts and Guinness Clear sampling teams giving water to match-goers.
The new campaign was created by Abbott Mead Vickers BBDO, written by Tim Riley, art directed by Zak Loney and directed by Tom Kuntz through MJZ and Pull The Trigger. Creative directors were Nicholas Hulley and Nadja Lossgott.
