When we spoke exclusively to Rory Sheridan of Diageo earlier in the week he said that people would expect something different when it came to the opening weekend of the Guinness Six Nations.
This morning they have revealed a new global responsible drinking campaign to encourage moderation amongst the millions of adult fans that will be watching and enjoying the Championship.
It focuses on the fact that “while there’s nothing better than spending time with friends and enjoying the rugby with a pint of the black stuff in hand, sometimes, less is more and swapping Guinness for water or choosing not to drink alcohol at all should be celebrated.
It’s a counter-intuitive form of marketing that is being undertaken across the alcohol sector and using it in such a high visibility format will lend credibility to the genuine attempt to encourage non-alcohol drinking.
It’s also being done with a sense of humour via the promotion of a brand new Guinness product, Guinness Clear, made from 100 per cent H2O and available from all good taps nationwide.
There is something vaguely dystopian about the idea of ‘branding’ water but it has been happening for decades from Volvic and Perrier to River Rock and now Guinness Clear.
It will certainly be a talking point and while some will condemn it as a cynical ploy undermining the real danger of excessive drinking, the majority will see the funny side and hopefully take the hint.
Guinness will also be promoting its pure Brew non-alcohol beer in pubs and at the Aviva Stadium over the weekend.
Former Irish international Brian O’Driscoll and former English international and World Cup winner Lawrence Dallaglio were at St. James’s Gate to launch the #GuinnessClear campaign and star in the video featured below.
In our Daily Video today we give a sneak preview of what the new TV ad will look like when it airs on TV3 during the opening game of the Championship on Friday night.
This will be backed up by 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 sampling teams giving water to match goers.
“Guinness Clear is a positive initiative with a great message,” said O’Driscoll.
“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.”
“Responsible drinking is something we take very seriously,” added Mark Sandys, Global Head of Beer, Baileys and Smirnoff at Diageo.
“With the launch of the 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 the front of mind throughout the Championship 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”

 
Image Credit: Billy Stickland, Inpho.ie