Integrated Campaigns
Guinness 0.0
0.0% Alcohol. 100% Recall.
Made for More Than One. The line system: every headline is about staying, never about abstaining.
The brief / 02
An integrated campaign that moves non-alcoholic beer from compromise to choice: the drink for people who want to stay in the moment.
01Challenge
Non-alcoholic beer has a taste problem and an image problem. Most options feel like something you settle for one round, not something you order again.
02Insight
People aren't trying to drink less. They're trying to stay longer, be present and keep the night going.
03Concept
The Ones Who Get It All. Every night has someone who gets more out of it: the driver, the one taking photos, the one who stays for one more. Guinness 0.0 lets you be there for all of it. We didn't make another non-alcoholic beer. We crafted a Guinness.
Why it works
The insight is about staying, not drinking less. "Recall" in the headline says the same thing: with 0.0, you're present for the whole night.
My role
I led the strategy: the core insight and the key message. I also built the full Dad audience line: OOH, the backyard video script, the Home Depot co-promotion and the landing page. The first audience line and the Time Capsule bar activation were led by my teammate Catarina.