Objectives
- Lower excessive alcohol consumption in local and global markets.
- Teach young people that all they have to do to drink responsibly is: drink water, eat while drinking and go home earlier.
- Lower the high rate of fights and deaths in New Year's Eve caused by binge drinking.
- Make a positive change in the behavior of our consumers so that they could identify habits related to excessive alcohol consumption and know how to avoid them.
- Increase by more than 5 points our brand affinity, favorability and association indicators.
Summary of the work
So, how do we encourage the young ones...