Budweiser begins designated driver campaign
Labatt Breweries of Canada has begun a campaign for its Budweiser brand that takes the form of a thank-you to the designated driver in advance of the upcoming long weekend. The digital campaign is aimed at people between the legal drinking age and 34. Called "Thank You Designated Drivers," it includes an online video depicting a real-life designated driver who received a tribute from his friends while out at a bar during one night. "Budweiser's spot takes an entirely new and highly creative approach to the fight against drinking and driving with a positive, celebratory message," said Andrew Oosterhuis, brand manager for Budweiser. "Budweiser is building on the desire of Canadians to end drinking and driving. We know that people are motivated to do the right thing, and we want to recognize them for taking personal responsibility to volunteer as the DD and help keep our communities safe."