Drink with Respect

“Drink with Respect” in Denmark is an umbrella campaign tag line under which all future Tuborg initiatives will be collected. This initiative has led the previously sporadically arranged responsible drinking initiatives. As the concept was developed. the serious nature of the subject was recognised, although the communication was rolled out in a Danish and approachable manner. The Drink with Respect tagline reflects what responsible drinking is essentially about: having a good time while respecting yourself, the people you are with, the moments you share and the good memories you take with you. The campaign was launched at Northern Europe’s largest festival, Roskilde Festival. It continued at other events such as Green Concert, the popular annually recurring series of Danish music festivals. The tagline “Drink with Respect” also appears as a moderation line on packaging and other material. The campaign is aimed at educating and informing consumers about making the right choice and promoting a responsible drinking culture. The moderation line has been developed on the basis of the Tuborg “clockman” shape to stand alone but with the opportunity to build it into a tactical sentence for relevant occasions – spanning from more serious to humoristic pay offs. In 2014, the activity continued at the Roskilde Festival, GrønKoncert, Nibe Festival, North Side, Bornholm and at university grounds in Copenhagen. In 2013, 135,000 festival-lovers gathered at the annual Roskilde festival. In 2014, 131,000 festival-lovers were present.