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September 7, 2020

Anheuser-Busch InBev revives first major US responsible drinking campaign – video

The US division of Anheuser-Busch InBev has bought back its first major responsible drinking push in support of the hospitality industry.

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The US division of Anheuser-Busch InBev has brought back its first major responsible drinking push in support of the hospitality industry.

The updated ‘Know When to Say When’ ad, which first came out in 1982, features three bartenders each having different roles – ‘Hydration’, ‘Food’ and ‘Safe Rides’. The 60-second video encourages consumers to drink safely.

“While the on-premise environment has shifted dramatically over the past six months, the importance of responsible drinking remains as relevant as ever,” said A-B InBev responsibility VP Adam Warrington. “We wanted to bring back a classic campaign with a simple and familiar message, while also tipping our hats to the men and women at bars and restaurants across the country who have gone above and beyond by implementing new protocols to welcome back consumers, helping ensure they enjoy responsibly and socialise safely.”

Financial details behind the activation were not disclosed. A-B InBev has spent about US$1bn on responsible drinking campaigns over the past four decades.

Last year, A-B InBev launched an advert for Budweiser encouraging consumers to hydrate while drinking.

How the post-COVID-19 beer industry will look – Click here for a just-drinks comment

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Free Whitepaper
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Understand the impact of decreasing sugar consumption on the F&B market

Growing consumer concern regarding health and wellbeing has increased the focus on reducing sugar consumption. This has driven food and beverage manufacturers, alongside governments, to take measures to meet this challenge. In addition, the pandemic heightened the focus on self-care, including implementing healthy eating to support the immune system. Now more than ever, consumers are paying attention to the amount of sugar and calories in the products they purchase. Access GlobalData’s new whitepaper, The Sugar Reduction Challenge – Past, Present and Future Outlooks within Beverages, to better understand the recent trends in sugar demand, how manufacturers and governments have responded to the challenge, and what solutions are available to the industry. The white paper covers:
  • The key factors behind the recent trends in sugar consumption
  • What is driving consumer choices when shopping for food and beverages?
  • How companies and governments are stepping up their efforts to meet consumers’ expectations
  • The outlook for sugar demand
  • Which ingredients stand to benefit from these future developments?
Enter your details here to receive the free whitepaper.
by GlobalData
Enter your details here to receive your free Whitepaper.

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