Last year’s provocative brandhouse Drive Dry campaign, which came to be known as “Papa wag vir jou”, got South Africans talking and convinced many to not drink and drive.  Buoyed by the reception, the *2nd largest premium alcohol beverage company in South Africa, brandhouse, has launched a new hard hitting campaign for the 2011/2012 festive season that will catch the attention of consumers, making them aware of the potential consequences of drinking and driving.

The campaign asks one simple question:  ‘WHO’S DRIVING YOU HOME TONIGHT?’ It provides some thought provoking answers.

As part of the launch phase, various installations are being showcased at different venues around Cape Town such as popular night-spots around the country to make members of the public stop and think about what could happen if they choose to drink and drive.

“The objective of our new campaign is to bring the real consequences of drinking and driving home to consumers. The message is that you ultimately choose who will take you home after you have been out drinking.  It is a simple choice, but whatever choice or decision you make will have real, not necessarily pleasant consequences which can impact the rest of your life”, said Heather Noble, Responsible Drinking Campaign Manager at brandhouse.

“Our strategy is not simply to raise awareness but to change consumer behaviour:  to never drink and drive again. We share in the widespread concerns about alcohol abuse, underage drinking, binge drinking and drunk driving and therefore we are committed to doing whatever we can to drive positive changes in attitudes and behaviours towards alcohol.  We seek to be at the forefront of industry efforts to promote responsible drinking and combat misuse”, concluded Noble.

Research shows that long term integrated programmes such as brandhouse Drive Dry can change people’s attitudes and bring people to the point of view that drunk driving is not socially acceptable. This campaign is part of brandhouse’s ongoing efforts to inform and raise consumer awareness about the potentially devastating effects of driving while under the influence of alcohol.

 The second phase of this year’s integrated campaign includes a television advert which launches in February 2012.

The Drive Dry ‘WHO’S DRIVING YOU HOME TONIGHT?’ installations will be on display at the following venues in Cape Town during the month of December:

 

DATE VENUE ADDRESS TIME
15.12.2011 Bloc party Harrington Street 21h00 ‐ 01h00
Orange Service Station 27 Annandale St 20h00 ‐ 00h00
16.12.2011 Deco Dance Main Rd, Sea Point 21h00 ‐ 01h00
Orange Service Station 27 Annandale St 20h00 ‐ 00h00
21.12.2011 The FEZ ‐ Die Antwoord Macau street 21h00 ‐ 01h00
& Union Bree street 20h00 ‐ 00h00
23.12.2011 The Shack 45 De Villiers Rd, Zonnebloem 20h00 ‐ 00h00
The Assembly/Opium Harrington Street 21h00 ‐ 01h00
28.12.2011 Rafikis/Power and Glory Kloof nek 21h00 ‐ 01h00
30.12.2011 Cubana Somerset Rd, De Waterkant 21h00 ‐ 01h00
Daddy Cool Long St 20h00 ‐ 00h00
31.12.2011 NU WORLD EVE Founders gardens 21h00 ‐ 01h00
28.01.2012 J&B Met TBC
TBC Mzolis Gugululethu TBC

 Installations in Johannesburg and Durban will be on show mid January 2012.

*AC Nielsen May 2011, National Off-trade, Sales Value

 

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