It's not really that fun to...

Drink With Respect

Challenge

In a recent survey commissioned by Tuborg, 77% of 1,000 Danish young adults aged 18 to 25 said there’s a clear expectation to drink alcohol at parties or social gatherings. Compared to the rest of Europe, Danish youth also rank high when it comes to so-called “binge drinking.” But the same study also found that an almost equal share of respondents said that it’s time for a new kind of drinking culture – one where it’s okay to take it slow or even say no to alcohol altogether. And that’s exactly the message Tuborg is championing in a new campaign.

For more than a decade, Tuborg has promoted the message Drink With Respect. But how do you move away from sounding like a dull lecture to a generation that’s actually open to change? WDP helped create a strategy and campaign concept that doesn’t preach abstinence but encourages moderation. A campaign that doesn’t just talk to young people but speaks to them.

Client

A Tuborg campaign promoting responsible drinking.

Deliverables

Campaign execution

Communication strategy

Tonality

Positioning

Conceptual ideas

Project

Carlsberg Group

Solution

The Danish language holds almost 900 slang terms for being drunk—so much so that someone who stays sober might be called embarrassingly dry. These colorful expressions became the starting point for the campaign, rooted in the belief that to truly connect with someone, you first need to understand how they speak. With a tongue-in-cheek tonality, the campaign gently points out that maybe it doesn't really make it more fun to “drink yourself sideways,” “get legless,” or "get hammered" – just to name a few. It’s humor over preaching. Not to trivialize the issue, but to meet young people on their terms – because that’s the only way to spark a serious conversation.

There’s no product, no packshots, none of the usual beer-brand tropes. And that’s a bold move from a brand built on selling beer – but the right move, nonetheless. WDP is proud to support Tuborg in taking a stand on an issue that demands such a delicate balancing act.

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"Our goal is to make it easier to say no – or to choose a non-alcoholic option – when you don't feel like drinking more. It’s not about telling young people not to drink; it’s about drinking with respect – for yourself and for those around you."

Peter Haahr Nielsen

CEO, Carlsberg Denmark

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