06 April, 2007

South Africa: SAB concerned about Easter weekend drinking

The South African Breweries Limited (SAB) has launched a special Easter weekend responsible drinking campaign, Marketingweb reported April 5.

The Easter weekend responsible drinking campaign is part of SAB's ongoing "live responsibly, drink responsibly" Draw the Line campaign.

The campaign consists of Velociti, an Arrive Alive-endorsed television advertisement, and four radio advertisements: Irresponsible and Inmate, reinforcing the drink-drive message; Soccer Celebration, targeting pedestrian safety; and Nice Guy at Club, promoting the "live responsibly, drink responsibly" message.

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