Jupiler is the biggest beer brand in the land of beers: Belgium. Unfortunately, Belgium is also the land of drinking and driving. It has one of the worst drinking and driving records in Europe with 43% of Belgians admitting they have driven under the influence in the past 12 months.

As the biggest and most influential beer brand, Jupiler wanted to make a clear statement against drinking and driving. A statement that leaves no room for interpretation and supports zero tolerance behind the wheel.

We changed the widely ignored, but well-known expression “Beer brewed with love is to be consumed with care”. Into: ‘Cars built with love are to be used with care.’

But we also reinvented the context. Instead of adding our message to our beer

commercials, we attached it to car commercials. Together with media sales houses

we were able to pinpoint the exact slot in the commercial block, to advertise right

after a car ad. Giving us the opportunity to turn every car ad into an alcohol warning.

To ensure this message was noticed, we planned our campaign during

the peak period for car ads: right before the Brussels Car Expo.

The strategy to move away from typical emotional drink/driving ads to warning ads for cars, inspired us to be creative in terms of media planning and execution.

In the past, anti- drink driving adverts often addressed consumers in the same way – at a bar, drinking with friends, followed by an accident. According to research, this has often conversely normalised drink-driving behaviour.

Jupiler wanted to adress the problem from a different angle by instead attaching its message to car ads. With this fresh approach we made it more likely this message would imprint into the minds of consumers. To once again sensitise consumers to its important message, Jupiler reinvents its

original message, in terms of language and context, making it fresh, and thus more noticeable.

We didn't choose the classical timing for beer ads in our media plan. Instead, planned our campaign in the peak period for car ads: in the weeks before the Brussels Car Expo.

Instead of a classically bought campaign, we needed a tailor made media buying mechanism, to put our message directly after the car manufacturers’ ads.

We first needed to spot the commercial slots where cars were advertised. There was

no transparency on that one as this is information we didn’t have access to. That's why we partnered with media saleshouses to make the buying based on our plans. This was a close collaboration between them and us as we were closely following up on the spotlists they were sending us and shared guidelines when needed to meet the expectations.

So after pinpointing the slots where car brands were advertising, media saleshouses manually inserted a 5" tagon right after the car ad, containing our message.

Jupiler adapted its media plan to car advertisers, by choosing the peak period for car ads to launch its campaign: the weeks before the Brussels Car Expo

We reached 69% of Jupiler’s core audience (Legal drinking age 18+). Aside from being praised by industry experts on reinventing a stagnated messaging, post campaign measurement by Ipsos shows:

A 12 percentage point decrease of people who tolerate others consuming alcohol and driving

A 6 percentage point increase of people who practice or want to practice a zero tolerance policy when it comes to alcohol and driving.

A 6 percentage point decrease of people who feel it’s ok to drive a car after drinking two beers

On top of that, the campaign was picked up in mainstream and social media and was praised by industry experts.