DRIVE RESPONSIBLY

TitleDRIVE RESPONSIBLY
BrandJUPILER
Product/ServiceBEER
Category B05. Corporate Purpose & Social Responsibility
Entrant BBDO BELGIUM Brussels, BELGIUM
Idea Creation BBDO BELGIUM Brussels, BELGIUM
Media Placement VIZEUM Brussels, BELGIUM
Production BBDO BELGIUM Brussels, BELGIUM
Credits
Name Company Position
Arnaud Pitz BBDO Creative Director
Sebastien De Valck BBDO Creative Director
Frederik Clarysse BBDO Associate Creative Director
Tom Jacobs Freelance Creative
Frederik Clarysse BBDO Creative
Tom Jacobs Freelance Creative
Johan Van Oeckel Freelance Creative
Sofie Verstreken BBDO Chief Strategy Officer
Jesse Donkor BBDO Strategist
Lore Desmet BBDO Account Director
Janne Aerts BBDO Account Executive
Lieselot De Fraine BBDO Account Manager
Patricia Van De Kerckhove BBDO Head of RTV
Marlies Neudt Freelance Producer
Eva Segers BBDO Belgium Producer
Mathieu Schots BBDO Belgium Sound Engineer
Neil Skeet BBDO Belgium Video Editor
Tom Nackaerts BBDO Belgium Head of Studio
Lut Van Lombeeck BBDO Belgium Desktop Publisher
Anton Ceuppens BBDO editor

Why is this work relevant for Creative Strategy?

Jupiler decided to radically reinvent drinking and driving messaging to make it stand out again. We came up with a new breakthrough insight: car brands spend a lot of resources to make their cars safer, but the most important safety feature is still a sober driver. That’s why we decided to focus our messaging on car drivers, rather than beer drinkers. By changing a 27-year old industry-standard message and attaching it to car ads instead of beer ads.

Background

Jupiler is the leading beer brand in the land of beer: Belgium. Unfortunately, Belgium is also the land of drinking and driving. 43% of Belgians admits to driving under the influence in the past 12 months. Obviously, Belgium has a huge cultural problem where drinking and driving is still socially accepted. 27 years ago, Jupiler introduced an industry-standard warning at the end of its commercials: "beer brewed with love is to be consumed with care". All other beer brands follow this example. After 27 years, it was clear this message is not effective anymore. To remain a leader in terms of CSR messaging, Jupiler committed to creating a more effective anti drink-driving campaign.

Interpretation (30% of vote)

The 2015 Cone Communications/Ebiquity Global CSR study found that a staggering 91% of consumers expect businesses to operate responsibly to address social and environmental issues. Failing to do so could have a negative effect on the business. So to remain the leading beer brand in Belgium, Jupiler can't limit itself to sales uplift actions, brand equity campaigns, uplifting brand salience and meaningfulness context. Knowing that, still today, 43 percent of Belgian drivers admits to driving under influence in the past 12 months , a strong statement, coming from the market leader in beer, was needed. We decided Jupiler had to repackage the government message that it has been including in its commercials for over 27 years. Not only in terms of the language but also in context and mechanism. So that it would actually resonate and change peoples' actual behavior.

Insight / Breakthrough Thinking (30% of vote)

The main strategic challenge was to identify previous anti-drink driving campaigns' shortcomings. We found two: First, repeating an alcohol warning at the end of a fun ad promoting alcohol for years, is not effective. If the mind notices that the emotion connected to a certain stimulus proves irrelevant, it will be ignored (Mrug, Madan, Cook, Wright, 2015). Secondly typical drink/drive ads showing friends at a bar, followed by a car accident, are not effective either. Using the same stereotypical context has often conversely normalised drink-driving behaviour. (Wickramarachchi, P., University of Moratuwa, 2013) To reinvent drink/ drive messaging we looked at the efforts car manufacturers make to make their cars safer. Our breakthrough insight: the most important safety option is a sober driver. That’s why we decided to create a warning message for car drivers, rather than beer drinkers.

Creative Idea (20% of vote)

We changed the widely ignored, but well-known expression “Beer brewed with love is to be consumed with care”. Into: ‘Cars built with love are to be used with care.’ But we also reinvented the context. Instead of adding our message to our beer commercials, we attached it to car commercials. Together with media sales houses we were able to pinpoint the exact slot in the commercial block, to advertise right after a car ad. Giving us the opportunity to turn every car ad into an alcohol warning. To ensure this message was noticed, we planned our campaign during the peak period for car ads: right before the Brussels Car Expo. The strategy to move away from typical emotional drink/driving ads to warning ads for cars, inspired us to be creative in terms of media planning and execution.

Outcome / Results (20% of vote)

We reached 69% of Jupiler’s core audience (Legal drinking age 18+). Besides the paid slots the interesting tension - “the country’s leading alcohol brand linking up with car brands?” was also picked up extensively by the mainstream Belgian press.Jupiler was praised by politicians, victim associations, transport organisations, police officials and industry experts on reinventing a stagnated messaging. The campaign did more than raising awareness. It contributed to shifting the social attitude, decreasing acceptance of drinking and driving, and increasing support for zero tolerance. Research by ipsos showed: A 12 percentage point decrease of people who tolerate others consuming alcohol and driving A 6 percentage point increase of people who practice or want to practice a zero tolerance policy when it comes to alcohol and driving. A 6 percentage point decrease of people who feel it’s ok to drive a car after drinking two beers

Please tell us how the brand purpose inspired the work

Jupiler is Belgium’s leading beer brand, and also the most stereotypical masculine brand. For over 30 years, Jupiler had been built on the baseline of “Men know why”. This positioning is disputed in society, but at the same time the brand is still very influential among men. In 2019, we all felt that it was time to update that - disputed - positioning, making it more modern. Jupiler now sees its role in society as to “move men forward” in every way possible. Not in a patronizing way, but in a no-nonsense and simple problem-solving way, just like men are themselves. Since 8 out of 10 drivers caught drunk are male, Jupiler wanted to move men forward in that area. Could we move men in finally stop driving when under influence?