Campaigns against drinking and driving during events

A campaign by Carlsberg Croatia against drinking and driving targeted at festival and concert audiences includes an annual activity at the Tuborg Green Beat festival where tickets for the event double as tickets for free public transport sponsored by the company. In 2012, free public transport was also provided for a Red Hot Chili Peppers concert in Zagreb and during the 10-day Špancirfest in Varaždin, while a special bus decorated with the responsible drinking message provided transport for festival goers. In August 2014, at ‘Spancirfest’, which is sponsored by the local brand Pan, a bus was organised to take the visitors from one festival venue to another. Besides the bus, there were hostesses who were “patrolling” through the city, measuring the blood alcohol level amongst the visitors. Every visitor with alcohol in the blood was informed about the Pan bus and directed to use it. In winter 2014, the campaign was associated with the company’s sponsorship of the hockey club Medvescak, where two oversized “hockey players” appeared on the ice and in the stands before and during the game, getting photographed and offering blood alcohol level testing. In 2015, the two hockey players moved through the city centre on roller skates measuring alcohol levels among citizens of Zagreb. Additionally, in August 2015, the campaign continued at ‘Spancirfest’, where a stand on purpose incorrectly printed the headline “Svueniri” (Svueonirs instead of Souvenirs – perception of a drunk person) which drew the audience’s attention. Hostesses also gave away blurred postcards of Varaždin, the festival venue, with coupons for a free taxi ride home, once again pointing out the importance of responsible drinking.