For 2019 Guinness became the official sponsor of the Rugby Six Nations, one of the premier sporting events in the country.  It used this platform to promote responsible drinking with a campaign around 'Guinness Clear'.  Poking fun at all the clichés of traditional beer advertising and rebranding tap water as a new, delicious yet responsible beverage. 

Mark Sandys, global head of beer, Baileys and Smirnoff at Diageo, said: "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 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."

Playing on all the usual advertising tropes accompanied by an over the top music track it entertains & engages the audience whilst also reframing peoples ideas on the Guinness brand.  A simple idea, incredibly executed and perfectly positioned to cut through the noise of a saturated advertising space.  Guinness continue their history of interesting campaigns mixed with social responsibility and insight.