Budweiser partners with Uber to launch its biggest ever responsible drinking campaign
Budweiser and Uber join forces to launch their biggest ever UK responsible drinking campaign for Christmas
Campaign aims to get people home safe and offer free rides throughout December
Impactful 360-activation aims to change drink driving behaviour with UK debut of Helen Mirren Super Bowl ad
In its biggest ever UK responsible drinking campaign, Budweiser has today launched a partnership with Uber to offer free rides[1] to all its new users throughout December – helping people plan ahead for their Christmas journeys home.
In a bid to help the nation get home safe this festive season, the partnership is part of a wider 360-activation that draws a hard line on drink driving, and encourages people to pre-plan their journeys home this Christmas.
The campaign also features the UK television debut of Budweiser’s famous and unorthodox Helen Mirren ad, which featured in the Super Bowl this year. The national TVC stars the Oscar-winning British actress in a 60-second advert, delivering a straight-talking, uncensored and powerful responsible drinking message to UK viewers in a way that only Helen Mirren could – making no excuses for drink drivers.
Budweiser and Uber have partnered with the Department for Transport, in support of their THINK! Christmas drink driving campaign.
Budweiser’s advert will launch across Sky channels and in cinema from 1st – 31st December 2016, as well as digital platforms including Snapchat and Facebook from 5th December. Budweiser will also be launching over 3,500 OOH advertising sites across the UK to support the advert.
As a special gift to the nation, Budweiser and Uber will also be revealing an additional element to the campaign in the final countdown to Christmas – aimed specifically at reducing drink driving on Christmas Eve. Watch this space.
Steph Okell, Marketing Manager, Budweiser UK, says: “Despite all the reasons not to, people are still drinking and driving. This Christmas Budweiser is communicating in a bold, new way to put a stop to that. Our Helen Mirren advert addresses the issue of drink driving in a straight-talking, unconventional tone: a wake-up call to start as many conversations as possible and get people to plan their journey home during the biggest party season of the year.
“As an iconic global beer brand, Budweiser is using its gravitas in the fight against drink driving and we’re proud to partner with Uber to offer people a free ride and ensure they get home safely this Christmas.
Jo Bertram, Regional General Manager of Uber in the UK, said: “There’s no excuse for drink driving and with new options like Uber people can now get a safe, reliable and affordable ride home at the tap of a button. Through this campaign with Budweiser we’re looking forward to helping more people get home safely this Christmas.”
To get the offer, new users simply have to download the Uber app and enter BUD2016 in to the ‘promotions’ function.
For more information, and full terms and conditions, visit www.budweiser.co.uk or the Budweiser UK Facebook page.
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For more information contact 3 Monkeys Zeno at Budweiser@3monkeyszeno.com or 020 7009 3100
About Budweiser
The “King of Beers”, Budweiser, was introduced by Adolphus Busch in 1876 and is still brewed with the same care and high‑quality, exacting standards. What began as an American original 139 years ago is a global brand today, enjoyed by consumers in 85 countries. In accordance with its original recipe, this great American lager is aged over Beachwood chips for 21 days which results in a perfectly balanced flavor and a crisp, clean refreshing taste. Budweiser is considered the world’s most valuable beer brand*.
*SOURCE: 2015 BrandZ™ Top 100 Most Valuable Global Brands
About AB InBev
AB InBev UK Ltd is the UK trading subsidiary of Anheuser-Busch InBev SA/ NV, a Belgian-based public traded company (Euronext: ABI) and global top 5 consumer goods company. In the UK, AB InBev employs nearly 1,000 people in our two breweries and local headquarters. We are proud to offer the UK’s leading premium beer and cider brands, including global brands Budweiser®, Corona® and Stella Artois®; international brands Beck’s®, Leffe®, and Hoegaarden®; and local champions Bass® and Boddingtons®. We are a founding member of the Portman Group, member of the British Beer and Pub Association, supporter of the Drinkaware Trust, have partnered with the Alcohol Education Trust and are a signatory to a number of pledges as part of the Public Health Responsibility Deal. We have set ourselves the goal through our people, products and work to be the Best Beer Company Bringing People Together for a Better World. Learn more at www.ab-inbev.co.uk or on Twitter through @ABInBevUKI_News.
For more information about Anheuser-Busch InBev, please visit www.ab-inbev.com.
[1] Offer applies to new users of Uber only – up to £15 based on average journey value