AGENZIA: McCann Worldgroup Italy
We launched this new low alcohol beer brand with an idea in its name: Responsibly, the beer all other beers ask
you to drink. Taking advantage of the other beer brands that always end their communications with a "drink
responsibly" or "enjoy responsibly" line. We made it with a smart tone of voice in order to create
empathy between the brand and the people.
The campaign, in the first few days after the launch, has reached over 3 millions of consumers and still now, keeps
on stimulating conversations and positive comments from both consumers and industry employees.