The U.A.E. market is a completely dark market for liquor and spirits. Communication and activation is limited to licensed venues and licensed points of sale only.

The brief was to communicate the core Brand purpose among consumers who have been defecting from the beer category to other spirits.

We used the ‘NN’ and ‘SS’ in the GUINNESS name to illustrate the stories of people who were made of more. On the first letter, we detailed their accomplishments in one field. We then detailed their accomplishments in another field in the next letter.