This beer brand piggybacked on car ads to promote responsible driving
Long-running safety message gets a clever media shift
Jan 08, 2020
There’s a clever insight to this campaign that perhaps only Belgians will be able to fully appreciate. Since 1992, beer ads running on television in their country have been accompanied by a disclaimer: “Beer brewed with love is to be consumed with care.” It’s a polite way to make sure citizens are mindful about drinking and driving.
Yet nearly three decades of running that message have proved virtually ineffective. The country’s drunk driving-related stats are poor, with about 150 related deaths a year and one in four drivers admitting to driving under the influence in the past month alone.
So Jupiler, Belgium's biggest beer brand, is now trying to change that by reworking the stale approach. While the long-running reminder focused on beer, Jupiler is now shifting its focus toward cars. With agency BBDO, the brand tweaked to message to now read “Cars built with love are to be used with care.” And instead of running it on the tail-end of brew commercials, it bought media time on the backs of auto ads on TV and radio. The spots aired in Belgium during peak car-selling season ahead of the Brussels Car Expo.