Carlsberg encourages responsible consumption with regional campaign

Carlsberg Asia has joined hands with food delivery platforms foodpanda, Grab, and Meituan to transform how consumers enjoy beer with a regional responsible drinking campaign. 

Also known as #CelebrateResponsibly, the campaign aims to discourage consumers from driving under the influence of alcohol and encourage them to make drinking occasions and beer moments safe and enjoyable. 

The partnership is also key to realising the brand’s vision of "Zero irresponsible drinking", according to the release. Carlsberg is tapping into the ecosystem and insights of these partners who have a strong presence in Carlsberg’s APAC markets, with a significant overlap in consumer bases, to create a culture of responsible drinking.

As the official beer sponsor of Liverpool Football Club (LFC) since 1992, Carlsberg will kick off the campaign in Q3 2024 during the football season, aiming to leverage this passion point to invite drinkers to support responsible consumption. Meanwhile, a series of related initiatives will also be launched throughout the year. 

In Singapore and Hong Kong, Carlsberg Asia and foodpanda will tap into rider engagement activities and offer the 0% alcohol-free Carlsberg to delivery partners. This initiative not only emphasises Carlsberg's commitment to provide alcohol-free and low-alcohol alternatives but also to encourage responsible consumption. 

Additionally, Carlsberg will introduce an online sampling campaign, allowing consumers to redeem alcohol-free beer on pandamart, foodpanda's online grocery store.

Meanwhile, Carlsberg has partnered with Grab to launch a promotional campaign through digital in-app activations targeting key Southeast Asian markets, including Singapore, Cambodia, and Myanmar.

Leveraging Grab’s various online to offline touchpoints, Carlsberg will encourage football fans across the region to book GrabCar rides to prioritise safety and responsible alcohol consumption. As part of this, consumers can enjoy discounted rides to the Carlsberg outlets or enjoy offers on GrabMart to have Carlsberg beers delivered.

To further expand its reach, Carlsberg has partnered with tech-driven retail company Meituan to launch engagement events and activations. Carlsberg will launch a digital activation with Meituan's food delivery cabinets, where users can learn about these events by scanning a QR code. It aims to create an interactive and convenient experience for consumers.

This collaboration will also involve working closely with the destination governments, local districts, and merchants, leveraging the various “Meituan districts” or key high footfall commercial areas, to drive awareness around responsible drinking practices.

Arindam Varanasi, vice president, commercial, Asia, Carlsberg, said: "Carlsberg is delighted to partner with three of Asia’s leading eCommerce apps to deliver quality drinking experiences responsibly. Through these strategic partnerships, we will make Carlsberg’s portfolio of brands easier and safer to access, expanding drinking moments for consumers in key markets across the region by emphasising the importance of celebrating responsibly.”

MARKETING-INTERACTIVE has reached out to Carlsberg for more information.

Don’t miss: Carlsberg argues that the best things begin with curiosity, probably

Back in April, Carlsberg ignited the curiosity of the world with a global brand campaign that aims to uncover a universally recognised human truth that the best things in life come to the curious.

Although we are born innately curious, this can be tempered by the pressures of modern life as we grow into adulthood, said Carlsberg. This insight provided a simple, relatable foundation for the campaign, "Do the best things begin with curiosity? Probably." and gave Carlsberg a clear and emotionally rich role to play in reinvigorating curiosity amongst beer drinkers around the world.

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