| Title | Responsibly the beer |
| Brief | Ubrew, a small craft brewery in London, cleverly fought the competition (and got lots of PR coverage) by naming their new low alcohol beer “Responsibly." This took advantage of the much-advertised message “Drink Responsibly." Ads for beers always urge drinkers to "Drink Responsibly". So a small London brewery had the bright idea of launching a low-alcohol beer actually called Responsibly. This then became "the beer all the other beers ask you to drink". Agency comment : 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. |
| Agency | McCann Worldgroup Italy |
| Campaign | Responsibly the beer |
| Advertiser | Ubrew |
| Brand | Ubrew |
| Posted | June 2017 |
| Business Sector | Subscribers Only |
| Story | Subscribers Only |
| Media Type | Case Study |
| Length | |
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