Anheuser-Busch brings back its “Know When To Say When” campaign

Anheuser-Busch’s spot highlights the many things bartenders do for their customers’ safety, including encouraging bar-goers to socialise safely, hydrate between beers and plan ahead for safe rides

Nearly four decades after its initial release, Anheuser-Busch is bringing back an important responsible drinking message from its original 1982 “Know When to Say When” campaign, rooted in the same timeless message whilst addressing the new normal.

The brand’s new digital spot celebrates bartenders and hospitality workers across the nation and reinforces the brewer’s longstanding commitment to promoting responsible drinking by encouraging responsible drinking behaviours for bar-goers and at-home drinkers alike.

“Whilst the on-premise environment has shifted dramatically over the past six months, the importance of responsible drinking remains as relevant as ever,“ said Adam Warrington, Vice President of Better World at Anheuser-Busch.

“We wanted to bring back a classic campaign with a simple and familiar message, whilst also tipping our hats to the men and women at bars and restaurants across the country who have gone above and beyond by implementing new protocols to welcome back consumers, helping ensure they enjoy responsibly and socialise safely.”

The 60-second spot playfully highlights the many things bartenders do for their customers’ safety, including encouraging bar-goers to socialise safely, hydrate between beers and plan ahead for safe rides.

The video content features three “Know When To Say When All-Stars”, with tongue-in-cheek names which each correspond to a responsible drinking behaviour like Walter Inghole (hydration), Colleen Akar (safe rides), and M.T. “The Stomach” Fuller (food). Each All-Star is highlighted in TV sportscast form featuring an overview of each players role in on-premise responsibility.

The digital spot also features a portfolio-wide display of A-B products including Budweiser, Bud Zero, Bud Light, Bud Light Seltzer, ULTRA, ULTRA Pure Gold, Babe Wine, Elysian Space Dust and Goose Island IPA.

The revival of “Know When to Say When” builds on the brewer’s proud tradition of encouraging responsible drinking behaviours and investing in new ways to drive awareness around this critical issue.

Since the launch of the initial “Know When to Say When” campaign, Anheuser-Busch and its wholesaler partners have invested more than US$1bn/£768m in responsible drinking initiatives and community-based programmes to prevent underage drinking, impaired driving, and other harmful use of alcohol.

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