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Ubrew - "Responsibly the beer"

McCann Worldgroup Italy

McCann Worldgroup Italy Milano, Italy

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25884

Brand: Ubrew
Country: Italy

Advertiser: Ubrew

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
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Posted	June 2017
Business Sector	Subscribers Only
Story	Subscribers Only
Media Type	Case Study
Length	133 seconds