The Guinness 1759 Society is an opt-in loyalty programme designed to entertain, inform and reward loyal Guinness consumers.We needed to remind the 1759 Society of the true, natural quality of Guinness Draught, and include an incentive for sending to a legal drinking age friend.Even Loyal fans consume a small amount of the product, compared to other brands of beers. This is due to a variety of barriers including perception, product format and seasonal consumption habits; barriers which we overcome through the 1759 Society.Equally important, all communications must remain socially responsible by targeting only those of legal drinking age and promoting responsible drinking behaviour.Audience: men (21-29) who have indicated that Guinness is one of their favourite beer brands.