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.