In Poland, we have teamed up with experts and celebrities to run the public education campaign “Trzeźwo Myślę” – “I Think Soberly” – for the past six years.
In 2022, our focus was on thinking soberly as the driver behind the wheel and as a passenger.
In our survey of over 1,000 consumers, 15% admitted to driving when they were unsure if they were sober, and 13% said they had given “silent permission” to ride with a driver who was under the influence.
To grab the public’s attention, we enlisted one of Poland’s best-known driving instructors to make videos inside cars with campaign ambassadors, including an actress, a paramedic and a road safety expert. In amusing cameos, they explored serious topics, including drinking myths and practical advice to avoid drinking and driving.
The campaign, run together with the NGO Partnership for Road Safety and Warsaw’s Provincial Road Traffic Centre, was also featured on subway monitors and reached around 6 million people.
Our Sinebrychoff Karhu brand in Finland ran a high-profile advertising campaign this year to support consumers’ choice to act responsibly and enjoy alcohol-free brews. It led with the message: “Don’t ask stupid questions. It’s Karhu.”