Ask For Water
client
AB INBEV
campaigN
Ask For Water
BRAND
PATRICIA
services
Creative Concept
Creative Development
Media Strategy
Brand Strategy
PR Strategy
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Challenge
Alcohol consumption in Uruguay is higher than the global average. Beer accounts for 55% of the total alcoholic beverages consumed in the country.
Both experts and consumers agree that 'moderation' is subjective, completely dependent on the drinker's ability to know and understand their own limits accordingly. 'Moderation' is not easily quantified. It depends on the physical and mental characteristics of the consumer, the occasion, and the social and environmental context (ABI Stakeholder Research, 2015).
Solution
We adopted a responsible habit that was not firmly rooted in society and turned it into culture.
We want moments of leisure and enjoyment to be memorable and not overshadowed by alcohol abuse. We launched 'If you drink, ask for water,' a social movement by AB InBev that aims to change the culture by encouraging people to ask for water when consuming alcohol.
Impressions from earned media
Increase in habits in just two months
