Work

Patricia

If you drink, ask for water

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

0%

impressions

came from earned media.

0%

habit increment

in only two months.

Results

We made the brand’s most important campaign of the year and with greatest reach, and the main alcohol companies joined us.

Certified B corporationGoogle Partner - Premier 2022