Drink Driving

Budweiser's 'biggest ever' anti drink-drive campaign hailed a success

By Helen Gilbert

- Last updated on GMT

Budweiser is offering new Uber users free rides home worth up to £15
Budweiser is offering new Uber users free rides home worth up to £15

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Budweiser’s ‘biggest ever’ responsible drinking campaign in partnership with Uber has so far been ‘well received’, according to AB InBev’s marketing director for the UK and Ireland.

Nick Robinson told The Morning Advertiser​ the initiative, which is running throughout December and offers new Uber users free lifts home when they download the ride-hailing app and enter a Budweiser promotional code, had gone down well. He revealed more activity would be unveiled in the week before Christmas. 

“This is the first time Budweiser has done a responsible drinking campaign of this scale in the UK and we’ve had such a great response from our customers and fans so far,” he said. 

“Not only that, but people really seem to understand what we’re trying to achieve with the campaign, which is the most important thing for us. We want to spark as many conversations as possible and if we can stop just one person from drink-driving this Christmas we’ll consider this all a success.”

'Don't be a pillock'

The campaign, which gives new Uber users a free first ride up to the value of £15 on insertion of the code BUD2016, is being supported by the UK debut of the beer brand’s Don’t Be a Pillock ad fronted by Oscar-winning actress Helen Mirren.

First aired at America's Super Bowl this year, the no-nonsense clip urges people against drink-driving in a straight-talking, unconventional tone.  

The ad is running across Sky channels throughout December, as well as digital platforms including Snapchat and Facebook.  

'There's no excuse for drink-driving'

Jo Bertram, regional general manager of Uber in the UK, added: "There's no excuse for drink-driving​ and with new options like Uber people can now get a safe, reliable and affordable ride home at the tap of a button. Through this campaign with Budweiser we're looking forward to helping more people get home safely this Christmas."

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