Irresponsible binge drinking is a very real problem in the United Kingdom. However, most beer advertisers do the bare minimum to promote responsible drinking. They simply add a title to the end of their ads: Please drink responsibly. Guinness wanted to do more. They wanted to encourage real behavior change by giving consumers practical, useful advice about how to drink responsibly. Water is a great way can help you moderate your drinking. But we knew that people in the UK didn’t like ordering water in a pub. Beer-drinking culture is strong and people feel embarrassed asking for uncool water in front of their friends. We needed to take something people hated doing, and turn it into something they might like. So - we turned water into something people would be happy to order. A cool new product. Guinness Clear. By making it light-hearted people took it seriously.