We launched this new low alcohol beer brand with an idea in its name: Responsibly, the beer all other beers ask you to drink.

Taking advantage of the other beer brands that always end their communications with a "drink responsibly" or "enjoy responsibly" line.

We made it with a smart tone of voice in order to create empathy between the brand and the people.

The concept of this campaign came to life on several channels starting on 26 April 2017,

the date when the first OOH appeared inside the internal circuit of London's leading bars and pubs. The campaign then continued on and off-line across the UK, exploiting various channels and medias. Among them: taxi domination, outdoor guerrilla, direct mailing, a launching event email, a dedicated website, consumer merchandise, newsletter, Youtube pre-rolls, social channels, influencers and digital PR activation.

The campaign, in the first few days after the launch, has reached over 3 millions of consumers and still now, keeps on stimulating conversations and positive comments from both consumers and industry employees.