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New Bud ad drives home responsible drinking mantra

AB InBev UK is promoting responsible drinking with the launch of a new TV ad from Budweiser to coincide with the brand’s sponsorship of the 2010 FIFA World Cup.

The 30 second ad, which you can view below, urges consumers to ‘Designate a Driver’ and will run until 11 July.

The campaign will also include consumer and stakeholder outreach to highlight the message behind the campaign.  

James Watson, marketing director at Budweiser Western Europe said: “AB InBev is committed to delivering on our dream of being the ‘Best Beer Company in a Better World’, and our efforts to promote responsible drinking are an important part of achieving our dream.

“Our new ‘Designate a Driver’ campaign is running alongside our sponsorship of the 2010 FIFA World Cup and is intended to bring our responsible drinking message to life during this time of excitement and celebration.

“Backed by significant resources, we’ll take our message to millions of consumers over the coming weeks.”    

According to research conducted last month in the UK by Custom Research, 51% of respondents were aware of the concept of a designated driver.

“We were pleased to learn that more than half of UK respondents were familiar with the concept of a designated driver, but it’s clear that there is an opportunity to educate consumers about the concept of a designated driver, and to encourage consumers to plan ahead in order to get home safe” Watson said.

Research also shows that 84% of respondents think that promoting the use of designated drivers is a good way to reduce drink driving.

According to Watson, “the research reinforces the fact that there is a willingness among consumers to learn more – and a great opportunity to educate.”

He added: “As a leading brand, we have the opportunity – but also the responsibility – to engage consumers on responsible drinking. Our new ‘Designate a Driver’ campaign delivers a serious and important message in an engaging and relevant way.”

Budweiser’s ‘Designate a Driver’ ad will feature on ITV, Channel 4, Five and Sky and will be available on video-on-demand channels throughout the tournament.

Scroll down to view the ad:

Alan Lodge, 16.06.2010

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