You are not nice when you are wasted
Carlsberg runs an annual campaign to promote responsible drinking on the day when the Tuborg Christmas Brew is first released – J Day. Police, parents and authorities had raised concerns about excessive drinking and disorder in the streets in relation to this day. The company provides “J-day” merchandise (hats and flyers) with the message “You are not nice when you are wasted” which are distributed by the Night Owls (an NGO of adult volunteers walking the streets to create a safe atmosphere for young people going out) who are sponsored by Carlsberg Denmark. In partnership with the national railroad service (DSB), free transport is offered (consumers send a text message and receive a ticket on their phone).
DSB also promotes J-day with their own advertising to ensure maximum coverage. In 2013, the active sponsorship of the Night Owls assisted in giving out J-day merchandise (hats and flyers) saying “Scan the QR Code and get 3 free Christmas tracks”. This helped NGOs open up a better dialogue. Additionally, the new moderation line ”Tuborg – Drink with respect”, was implemented on all packaging and point of sale material and integrated into all university activities. It even appears on the bartenders’ clothing for added visibility. Internal guidelines set out how to approach universities and the sales promoters undertake special training, as they are the ones executing the parties together with the universities. In 2014, the campaign continued on the grounds of Copenhagen Business School. The feedback of universities has been positive and the activity achieved high visibility, helping to spread the message further.
DSB also promotes J-day with their own advertising to ensure maximum coverage. In 2013, the active sponsorship of the Night Owls assisted in giving out J-day merchandise (hats and flyers) saying “Scan the QR Code and get 3 free Christmas tracks”. This helped NGOs open up a better dialogue. Additionally, the new moderation line ”Tuborg – Drink with respect”, was implemented on all packaging and point of sale material and integrated into all university activities. It even appears on the bartenders’ clothing for added visibility. Internal guidelines set out how to approach universities and the sales promoters undertake special training, as they are the ones executing the parties together with the universities. In 2014, the campaign continued on the grounds of Copenhagen Business School. The feedback of universities has been positive and the activity achieved high visibility, helping to spread the message further.