The 30-second TV ad urges consumers to ’Designate a Driver’ and will break later today (15 June) and run until the final on 11 July.
The campaign will also include “consumer and stakeholder outreach” to highlight the responsible drinking message.
Budweiser’s parent company AB InBev says recent GfK research found that 84% of respondents think that promoting the use of designated drivers is a good way to reduce drink driving.
It hopes that the “Designate a Driver” campaign will deliver a serious and important message in an engaging and relevant way.
James Watson, marketing director, Budweiser Western Europe says: “Our new ’Designate a Driver’ campaign is running alongside our sponsorship of the 2010 FIFA World Cup South Africa, and is intended to bring our responsible drinking message to life during this time of excitement and celebration. Backed by significant resources, we’ll take our message to millions of consumers over the coming weeks.”
Earlier this year, it was revealed that the government-backed Campaign for Smarter Drinking encouraged more than 60% of irresponsible drinkers reconsider their alcohol consumption.
The five-year, £100m campaign was launched by the industry in association with Drinkaware and the Government last September.
Other alcohol companies including Pernod Ricard and Diageo have also championed responsible drinking in ads in the last year.