07 December, 2005

South Africa: South African Breweries has launched an advertising campaign

South African Breweries (SAB), South Africa's leading beer manufacture and distributor, has launched an advertising campaign for responsible drinking as the holiday season begins, All Africa news agency communicated on December 5.

SAB is spending R23m on television, radio, print and outdoor advertisements to urge South Africans to drink responsibly. About 40000 liquor retail outlets will extend and reinforce the message on fridges and till points. The campaign will run through December until Easter next year.

Communications manager Michael Farr said SAB had "spent considerably more" on this year's campaign. But the company did not expect a boost in soft-drink sales at the expense of beer because of the campaign. "If this happens, it will be unintended," Farr said.

The campaign will be themed Draw the Line, and was created by ad agency Ogilvy Johannesburg. It is aimed at discouraging binge drinking, driving under the influence, and underage drinking. "It's more literal than previous campaigns we've run, as it will target a wide audience," Farr said.

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