Estelle Carrington & Peter Heath

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GUINNESS

Dark but Light

INSIGHT.

Despite its dark colour and rich flavour, Guinness’ calorie content puts it in the same category as other brands' 'light' options. 

IDEA.

Guinness - all the flavour of a dark beer with only the calories of a light beer.

CREATIVE.

Social posts use dark jokes to inform consumers that Guinness is similarly dark but light.