The Alcohol is a Bad Driver!

The initiative is a part of a long-term socially responsible policy of “Kamenitsa”- this is the fastest growing Bulgarian brewery for the first seven months of this year has achieved the highest volume of sales to customers, according to the Union of Brewers in Bulgaria. The company is the largest exporter of Bulgarian beer. This campaign focuses on raising awareness of the risks of driving after drinking. In support of this primary purpose of “The Alcohol is a bad driver” is to inform the audience a convincing way about the risks of drinking and changing the attitudes and awareness of drivers and increase their driving culture. As a result, to help reduce the number of fatalities on the road. But how? It’s simple, just by trying on  “alcoholic glasses”.

These glasses reproduce the presence of different level of alcohol. This year’s campaign is using several glasses, each of which simulates a different level of alcohol in blood – from 0.4 to 0.6 per thousand from 0.6 to 0.8 ppm, which are night vision than 0 8 to 1.5 ppm and from 1.0 to 1.7 ppm. To be able to actually feel how alcohol affects their judgments, all participants wear glasses, tried to walk a straight line, keeping balance, to shake hands with friends, and some of them – and make a balance. Their attempts were unsuccessful and after the toppling of glasses they were all adamant that they would never be allowed to drive in this condition.

In 2004  Kamenitsa started production only Bulgarian non-alcoholic beer, which to this day remains unmatched on the beer market in Bulgaria.

The beer is produced by traditional technology with 0% alcohol and 7% extract. The main advantage of nonalcoholic beer that can be consumed not only in times of rest and at work and driving. This beer does not give the beer with an alcohol content – of fun, but allows you to maintain control in any situation. The aim is to beer lovers are not deprived of beer enjoyment even on the go without worrying about loss of concentration or unexpected checks for alcohol. Therefore, the brand message is “100% beer 0% alcohol.”

What do you think about this social Guerilla campaign?

Written by Zhana Yordanova

She is Marketing & PR and Senior Editor: eMarketing at Loves advertising, guerilla and viral marketing and of course Rock music. Follow her on LinkedIn.


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