Carlsberg Malaysia encourages no drink-driving with increased awareness and discounted rides through more partnerships in its annual responsible drinking campaign
SHAH ALAM, 25 September 2020 – Had one glass too many? Carlsberg Malaysia urges consumers to be responsible drinkers and not get behind the wheel after even just one drink!
Stepping up on its annual #CelebrateResponsibly campaign this year, the brewer rolled out integrated awareness, education and engagement activities to curb drink driving, with more than 5,000 discounted rides from GrabCar and Riding Pink worth RM10 plus a 10% discount from SOCAR+, LaiLah and DriveSafe to change consumers’ mindset and behaviour on drinking and driving.
From now until the end of November, simply use the promotional code CELEBRATERESPONSIBLY to enjoy RM10 or 10% off your ride home from more than 1,800 Carlsberg Malaysia’s affiliated bars, bistros and restaurants nationwide. The code is activated between 7pm and 12am every day until 30 November and is valid only for rides from Carlsberg F&B outlets listed on www.carlsbergmalaysia.com.my while rides last.
Carlsberg Malaysia’s Corporate Affairs Director Pearl Lai commented, “The spotlight on tragic drink-driving fatalities and the stricter laws tabled for driving under the influence are sober reminders of the consequences of irresponsible drinking. As a responsible brewer, we have zero tolerance towards drink driving. This irresponsible drinking behaviour is not only against the spirit of responsible consumption but is also an endangerment of public safety. Our message is simple – if you drink, don’t drive!”
“We welcome the introduction of Road Transport (Amendment) Bill 2020 and pledge our support towards the Ministry of Transport in advocating no driving under the influence. With more activities, investments and partnerships backing our #CelebrateResponsibly campaign this year, we hope consumers will adopt responsible drinking habits simply by choosing to leave their car keys behind or in the hands of a sober driver, such as our new and current e-hailing and chauffeur partners. Consumers must not drink and drive regardless of one’s blood alcohol content level,” Lai added.
Running for 6th consecutive years, #CelebrateResponsibly is Carlsberg Malaysia’s annual responsible drinking campaign in support of the Global Be(er) Responsibility Day (GBRD) in September – a worldwide initiative to promote the responsible consumption of beer – as part of the Carlsberg Group’s global commitment towards ZERO Irresponsible Drinking under its Together Towards ZERO sustainability ambitions. To date, the campaign has reached more than 76,000 consumers since it began in 2015 with close to 1,800 free and subsidised e-hailing rides redeemed in 2019 alone.
Speaking on the partnership, Hee Jenn Wei, Head of Transport and GrabPay Marketing for Grab Malaysia, said, “At Grab, our mission is to create a safer journey every day for all Malaysians. In an effort to reduce road accidents caused by drunk driving, we are thrilled to be working with Carlsberg to eliminate these incidents and help passengers make the right choice to get home safely. Together with our driver-partners, as designated drivers, we help provide passengers with a safe and reliable way home after a night out."
Denise Tan, Founder of Riding Pink, commented, “We are proud of our long-standing partnership with Carlsberg Malaysia in this initiative to promote responsible drinking habits. With our recent expansion in Johor Bahru, we aim to empower more women to celebrate responsibly by providing a women-only ride-hailing service that values convenience, privacy and personal safety.”
This year, the campaign welcomes three new partners – SOCAR, Lailah and DriveSafe, catering to drinkers within the Klang Valley with more market centres covered in the future.
For SOCAR, a 10% discount is applicable only on SOCAR+, a new service which expands on its core car-sharing app by adding the safety, convenience and service of a personal driver. SOCAR+ drivers can accommodate multiple stops, long waiting times and pick-ups for other passengers, which is especially ideal for a night out drinking as a group.
Leon Foong, Chief Executive Officer of SOCAR Malaysia, said, "Through this collaboration with Carlsberg Malaysia, we want to empower Malaysian road users to make the choice of being safe while enjoying a night out. With our new SOCAR+ on-demand personal driver service, SOCAR members can choose from a variety of car models for their chauffeur-driven night out and make unlimited stops for the whole group within a single booking without worrying about having to leave their cars behind."
Already out for a few drinks but hesitant to leave your car away from home? The same promotional code entitles users to 10% chauffeur-on-call bookings with Lailah and DriveSafe, which provide chauffeurs to drive drinkers home in their own cars. Bookings on Lailah can be done via its WhatsApp hotline numbers 013-496 2929 & 013-628 2929 with app bookings available soon, while bookings on DriveSafe can be done on its website DriveSafe.my or on its newly-launched app on Google Play.
Datin Sri Kristine Anne Williams, Director of Public Relations, Communications & Marketing of Lailah Malaysia, enthused, “We are proud to team-up with Carlsberg Malaysia in this initiative to curb irresponsible drinking by providing on-demand personal driver services designed specifically to get you and your car safely home after a night out. Lailah’s drivers drive you home in your own car so you do not need to go through the trouble of retrieving it the next day. Our services are now fully insured with live tracking systems in place and all our drivers come dressed in Lailah's corporate uniform and ID tags, ensuring our customers’ safety at all times.”
John So, co-founder of DriveSafe, added, “DriveSafe is a young company but with big plans for improved user experience and bigger service coverage. With experienced drivers and a user-friendly app, anyone will be able to celebrate responsibly and we thank Carlsberg Malaysia for having us in this campaign.”
For more information on the campaign and discounted ride bookings using the CELEBRATERESPONSIBLY promotional code, visit www.carlsbergmalaysia.com.my. #CelebrateResponsibly – don't drink and drive!