Surging Sober

Guinness wanted to boost sales of Guinness Zero
on Saint Patrick’s Day, but how do you get people to choose
non-alcoholic beer on the biggest drinking day of the year?

You remind them that, even though there is 0 alcohol there is also…

0 irish exits
0 texting your ex
0 rideshare cleanup fees
0 hangovers
and 0 missing out

We leaned into the bright blue zero on the drink’s packaging
to create bold and captivating posters, sampling booths,
and bar items like napkins, cuzzies, and coasters.

On St. Patrick’s Day, Surging Sober booths were set up
along the Chicago River for people to sample Guinness Zero.