Details
Client
AB InBev
Brand
Patricia
Campaign
If you drink, ask for water
Services
Strategy, Creative Conceptualization, Production, Conversation, Social Listening.
Awards
Campana de Oro,, Effie Latam Finalist,, Ojo de Iberoamérica Finalist.
Challenge
Alcohol consumption in Uruguay is higher than the world’s average. Beer represents 55% of the total alcoholic beverages consumed in the country.
Both experts and consumers agree, “moderation” is subjective, completely dependent on a drinker’s ability to know and understand their own limits accordingly. “Moderation” is not easily quantified. It depends on the physical and mental characteristics of the consumer, the occasion, and the social and environmental context (ABI Stakeholder Research, 2015).
Solution
We took a responsible habit that wasn’t firmly rooted in the society and made it culture.
We want leisure and enjoyment moments to be memorable and not overshadowed by alcohol abuse. We launched “if you drink, ask for water”, a social movement by AB InBev that seeks to change the culture by inviting people to ask for water when drinking alcohol.
The Numbers
impressions
came from earned media.
habit increment
in only two months.