drinksinitiatives.eu

Responsible drinking programmes
supported by European spirits producers

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• “Christmas TV Campaign”
• “Campanha de Natal ”
COUNTRY Portugal
TIMING 2017 > Ongoing
THEME
Responsible drinking

CONTRIBUTOR

  • Associação de Vinhos e Espirituosas de Portugal
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PARTNER(S)

  • Wine in Moderation
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OBJECTIVE

  • To inspire well-being and a healthy lifestyle
  • To prevent alcohol abuse and misuse by enabling young people and adults to make responsible and informed decisions to support a sustainable lifestyle. 
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DESCRIPTION OF THE INITIATIVE

  • In 2017, during Christmas season, ACIBEV launched the TV campaign during the 2017 Christmas season (21 to 30 December 2017).  
  • The 20-second spot aims to inform consumers about responsible drinking and the consequences of alcohol abuse. The main character is shown in a number of staged situations.  Finally, the last scene opens and the character is seen smiling with a glass of wine in his hand walking over to his companions waiting at a table. The spot concludes with the idea that life is best lived when it's balanced (healthy lifestyle), and promotes moderate alcohol consumption.
  • The spot was developed with "Wine in Moderation", and aired all over Portugal.
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IMPACT

  • The ad was viewed by 6,037,479 people. 
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