Jupiler: Drive Responsibly

In 1992, Belgian Brewers added a warning message to their commercials: “Beer brewed with love is to be consumed with care.” After 27 years of airing this message, Belgium still has one of the worst drinking and driving records. Causing more than 150 deaths a year. 1 in 4 Belgian drivers admits to driving under the influence in the past month. That’s why Belgian’s biggest beer brand jupiler introduced a new warning message: “Cars built with love are to be used with care.” But we didn’t air it during our own ads. We bought the media space right behind car ads. On radio and tv. The messages were aired in the peak period for car ads just before the Brussels Car Expo. Car brands invest millions in safety. Let’s give their vehicles the most important safety option of all: a sober driver.

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