Upside Down Effect: Responsible Drinking

Three competitors, Myanmar Beer, Carlsberg and Heineken, came together as the Myanmar Brewery Association to run a collaborative brand purpose campaign educating the public about responsible drinking. An industry campaign carries weight that a single brand cannot, but it also has no brand personality of its own to draw on.

The campaign needed a voice that young drinkers would listen to on social media, and content that could discuss the effects of overdrinking without sounding like a warning label.

Ruder Finn Era, then ERA Communications, managed the social media presence for the campaign's online page, adapting the tone of voice to the audience segment and creating lifestyle content that blended into people's feeds and started conversations rather than interrupting them.

To carry the core message, the team created a digital interview video series with influencers, who explored the effects of overdrinking in a creative, personal way. The four-part series gave the association a human face and gave the audience a reason to share the message with their friends.