#CelebrateResponsibly is Carlsberg Malaysia Group’s initiative in support of Global Be(er) Responsible Day (GBRD) – a worldwide initiative among major brewers to promote the responsible enjoyment of beer.
The key message of the 2019 annual campaign directly supports our ZERO Irresponsible Drinking focus: don’t drink and drive if your BAC is over the legal limit of 0.08%. This is the fifth consecutive year of the campaign since it kicked-off in 2015, with key consumer activations held in conjunction with Carlsberg’s annual Oktoberfest promotions.
Held over 12 days of activations during Carlsberg Malaysia’s flagship Oktoberfest celebrations, the campaign reached an estimated 9,500 consumers via direct engagement. Including an estimated 14,600 reached via social media, the campaign reached 21,500 consumers in 2019, bringing the total since the campaign’s inception to an estimated 73,800 consumers since 2015.
We continued to partner with e-hailing providers Grab and Riding Pink to provide subsidised rides for consumers after a night of drinking – a reminder and incentive to not drink and drive – just by using the promo code #CelebrateResponsibly to and from almost 350 bars and restaurants throughout Malaysia. Close to 1,800 subsidised Grab rides were redeemed throughout 2019.