Rock Moderately And Responsibly

Carlsberg in Sweden has an activity designed to encourage people to drink a bottle of water in between every beer. Free bottles of Ramlösa water were given out at major events throughout Sweden. The bottles carried tag lines such as “Not only will we quench your thirst, we will help you enjoy the moment without regretting anything tomorrow”. The goal of the “Every Other” campaign was to encourage responsible drinking. In 2014, promotions took place in two different cities in Sweden where students were offered free water on exam day. The same concept was also rolled out with many Festival partners during the summer of 2014 in cooperation with Falcon Beer (a local Swedish power brand). Falcon Beer has developed a slogan ”Rockamåttfulltoch med ansvar/ rock with modesty and responsibility”. Additionally, local initiatives have also been promoted with a local supermarket chain, ICA Maxi, in two different cities.