drinksinitiatives.eu

Responsible drinking programmes
supported by European spirits producers

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• “Champions Drink Responsibly”
COUNTRY Hungary
TIMING 2008 > 2009
THEME
Drink-driving

CONTRIBUTOR

  • Bacardi-Martini
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OBJECTIVE

  • To raise awareness and educate consumers not to drink and drive.
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DESCRIPTION OF THE INITIATIVE

  • Michael Schumacher faced the campaign, which included advertising in lifestyle magazines, consumer engagements and public relations activities to raise awareness about responsible drinking.  Focus was on communicating the ''drinking and driving don't mix'' message.
  • Consumer education leaflets were handed out during events on the on-trade.
  • In 2009, the competition to win the chance of Michael Schumacher acting as their designated driver at the Ascari Race Resort in Spain in May 2009 was ran also run in Hungary.
  • In November 2009 a new viral film was launched to illustrate that "Mixology Drinking & Driving Don't Mix".
  • For more information on this initiative please see Europe/Champions Drink Responsibly.
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IMPACT

  • The free prize draw and drink driving message was communicated through the on-trade. 
  • Over 10,000 leaflets were distributed during events.
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