Budweiser Drives Home Responsible Drinking Back to news

16th December 2011



London, December 15, 2011 – For the second year running, Anheuser-Busch InBev UK is demonstrating its long-term commitment to promoting responsible drinking by investing in the Budweiser ‘Designate a Driver’ TV and radio advertising campaign which runs until the end of December.

The TV advert shows a group of friends in anticipation of various social events including a music gig, wedding and a football match where one member of the group nominates themself as the designated driver.  The advert ends with the strap line, “Designate a driver and enjoy the good times.”

The 30 and 60 second radio spots feature a Bud ‘coach’ giving a rousing team talk ahead of a night out, stressing the importance of a Designated Driver in true Budweiser style.  It describes that the one thing every team needs is a leader who’s going to drive the team to victory, making sure everyone gets home safely because “it is the most important thing”.

Iain Newell, Budweiser’s Western European Marketing Director explains,

“As a company, Anheuser-Busch InBev is committed to delivering on our dream of being the ‘Best Beer Company in a Better World’. Our efforts to promote responsible drinking are an important part of achieving that dream.”

Newell continues:

“As a leading brand, we have the opportunity – but also the responsibility – to talk to consumers about responsible drinking.  We know there is a real willingness among consumers to learn more – and this is a great opportunity to educate which is why we are running Budweiser’s Designate a Driver campaign for the second year. We believe it delivers an important message in a relevant way, and this is just the latest in our long-standing commitment to promoting responsible drinking.”


The ‘Designate a Driver’ radio advert can be heard here:

 The ‘Designate a Driver’ TV advert can be viewed here:


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For more information please contact the Budweiser press office at Mischief PR on 020 7100 9999 or [email protected]

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