Budweiser’s World Cup responsibility

A-B Inbev is advertising Budweiser in a responsible drinking campaign during the World Cup.

An ad urging consumers to “designate a driver” will run throughout the rest of tournament until the day of the final on July 11, on ITV, Channel 4, Five, Sky and on-demand channels.

The ad aims to encourage groups of people to assign one member as a nominated driver when out and about during the tournament, in a bid to prevent drink-driving.

James Watson, Budweiser marketing director for western Europe, said: “As a leading brand we have the opportunity – but also the responsibility – to engage consumers in responsible drinking.

“Our new campaign delivers a serious and important message in an engaging and relevant way.”