AbInBev: Alcohol Harm Reduction

The Situation

ABinBev recognizes the dangers of excessive alcohol consumption and wants to do something about it.

The Challenge

People love their beer but don’t like lectures about their drinking habits.

The Strategy

leverage the world’s most popular beer labels to promote smart drinking habits on Global Beer Responsibility Day.

The Execution

On Global Beer Responsibility Day, a worldwide initiative to promote the responsible enjoyment of beer, we reintroduced the world to their favorite beer brands, replacing the iconic beer labels with smart drinking tips.