Budweiser is using its new alcohol-free sub-brand, Prohibition, for an ad campaign tackling drink-driving over the Christmas period.
The ads, which appear in out of home sites and digital platforms throughout December, are running in collaboration with the Department for Transport’s road safety campaign, THINK!
Rowan Chidgey, marketing manager for Budweiser UK, said: “We’re really pleased to be supporting THINK! to keep safety front of mind this Christmas and proud to make great products like Budweiser Prohibition, so party-goers can enjoy beer as well as moderation.
“We’ve put it at the heart of our responsible drinking campaign this year, so as many people as possible can celebrate this Christmas and get home safely.”
Road safety minister Jesse Norman added: “Thanks to generations of THINK! campaigns, drink driving has become socially unacceptable, with an 88% drop in fatalities over the last three decades. This year’s THINK! campaign builds on that record, working to prevent this devastating behaviour, which puts so many lives at risk.”