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.

The concept of this campaign came to life on several channels starting on 26 April 2017,

the date when the first OOH appeared inside the internal circuit of London's leading bars and pubs. The campaign then continued on and off-line across the UK, exploiting various channels and medias. Among them: taxi domination, outdoor guerrilla, direct mailing, a launching event email, a dedicated website, consumer merchandise, newsletter, Youtube pre-rolls, social channels, influencers and digital PR activation.

The campaign, in the first few days after the launch, has reached over 3 millions of consumers and still now, keeps on stimulating conversations and positive comments from both consumers and industry employees.

Because we promoted a new beer brand from an independent brewing company by taking advantage of all the other beer brands communications that end with the line "drink responsibly".

We also promoted FOR REAL a responsible way of drinking because Responsibly is a 0.5% alcohol beer. And we activate people with a smart hijacking campaign.

Our strategy was to take advantage of the content produced on social media channels by big beer brands. We entered inside all of their public conversations that promoted the concept of "drink responsibly" (through hashtags and keywords) and used their voices to create awareness and buzz about our brand.

This is how we reached our double goals: on one hand, using other beer brands by stimulating their interaction with us to generate free media, and on the other hand stimulate consumers / users to promote the launch of this new product.

Ubrew is a small brewing company based in London. They asked us to launch a new low alcohol beer brand with a small media investment but with a strong digital based idea with a high communication value. A smart, disruptive idea able to stand out from the crowd of the multi millionaire beers campaign. Something that people want to talk about.