Responsible drinking ad from Bud

15 June, 2010

A-B Inbev is advertising Budweiser in a responsible drinking campaign during the World Cup.

An ad urging consumers to “designate a driver” will run from today until the day of the final, July 11, on ITV, Channel 4, Five, Sky, IDS and video-on-demand channels.

The ad will aim to encourage groups of people to assign one member as a nominated driver when out and about during the tournament, in a bid to prevent drink-driving.

James Watson, Budweiser marketing director for western Europe, said: “As a leading brand we have the opportunity – but also the responsibility – to engage consumers on responsible drinking.

“Our new campaign delivers a serious and important message in an engaging and relevant way.”




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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