This beer brand piggybacked on car ads to promote responsible driving

Long-running safety message gets a clever media shift

Published On
Jan 08, 2020

Editor's Pick

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. 
 

Credits

Date
Jan 08, 2020
Client:
Jupiler
Agency:
BBDO-Belgium
Client Contact:
Josse Peremans
Client Contact:
Fleur Poets
Client Contact:
Pascaline Van de Perre
Creative Director:
Arnaud Pitz
Creative Director:
Sebastien De Valck
Creative Team:
Frederik Clarysse
Creative Team:
Tom Jacobs
Creative Team:
Johan van Oeckel
Account Team:
Lore Desmet
Account Team:
Lieselot De Fraine
Account Team:
Janne Aerts
Strategy:
Sofie Verstreken
Strategy:
Jesse Donkor
Production Company:
BBDO
Head of RTV:
Patricia Van De Kerckhove
Production:
Marlies Neudt
Production:
Eva Segers
Video Editor:
Neil Skeet
Sound Production:
Nicolas Van Poeck
Sound Engineer:
Mathieu Schots
Final Art:
Tom Nackaerts
Final Art:
Lut Van Lombeek

Need a credit fix? Contact the Creativity Editors

Industry
Project Type