|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.