The Brief
Make Guinness 0.0 the #1 non-alc beer brand in GB by driving Awareness, Talkability & Activating at culturally relevant moments throughout the year.
Insight:
60& of young adults who drink, believed pressure to drink is common amongst their peers.
60& of young adults who drink, believed pressure to drink is common amongst their peers.
Idea:
Our campaign “the only pressure is in the can” will give people the space, to go alcohol- free unapologetically, without explanation.
Execution
In collaboration with calm our ‘0.0 HUB’ will act as a pop-up bar to offer an alcohol-free and pressure free space.
The 0.0 Hub will feature an interactive drinks menu with a unique soundtrack for each drink. Allowing customers to listen to the soothing sounds of their drinks being made through the Calm app.
