Budweiser's booze-free beer Prohibition stars in anti-drink drive Christmas campaign

Budweiser is using its new alcohol-free sub-brand, Prohibition, for an ad campaign tackling drink-driving over the Christmas period.

Budweiser's booze-free beer Prohibition stars in anti-drink drive Christmas campaign

The ads, which appear in out of home sites and digital platforms throughout December, are running in collaboration with the Department for Transport’s road safety campaign, THINK!

The campaign was created by Anomaly and the media agency is Vizeum.

Last year, Budweiser partnered with Uber for its Christmas anti-drink driving campaign, while Dame Helen Mirren starred in a Superbowl ad for the beer brand on the same topic earlier this year.

Rowan Chidgey, marketing manager for Budweiser UK, said: "We’re really pleased to be supporting THINK! to keep safety front of mind this Christmas and proud to make great products like Budweiser Prohibition, so party-goers can enjoy beer as well as moderation.

"We’ve put it at the heart of our responsible drinking campaign this year, so as many people as possible can celebrate this Christmas and get home safely."

Road safety minister Jesse Norman added: "Thanks to generations of THINK! campaigns, drink driving has become socially unacceptable, with an 88% drop in fatalities over the last three decades. This year’s THINK! campaign builds on that record, working to prevent this devastating behaviour, which puts so many lives at risk."

Simon Gwynn

Simon Gwynn recommends

The Budweiser principle

Read more

Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk, plus get exclusive discounts to Campaign events.

Become a member

What is Campaign AI?

Our new premium service offering bespoke monitoring reports for your company.

Find out more

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content