Local News: Drink Savvy, Responsibly

Slogans like “If you don’t drive to drink, you won’t drink and drive” have been used in Singapore to disseminate the message for responsible drinking.

Entitled “Train”, this year’s APB Responsible Drinking television commercial seeks to drive home the message of responsible drinking to consumers with a digital campaign. The campaign brings its title to life in the form of a ‘human conga line’ which utilizes social media to reach out and engage audiences. Prizes will be awarded when the number of participants in the Conga line achieves certain milestones.

To participate, consumers can make use of the photobooth application available on the Endless Conga website to take an instant picture and post their picture up on to join the Conga line.

Walking the talk, APB own CEO and employees have started the line with photos of themselves, their friends, family and even pets to support the cause of responsible drinking.

Says Mr Roland Pirmez, CEO, Asia-Pacific Breweries Limited, “Endless Conga is a fun and engaging way to champion a serious but important message of responsible drinking. While APB takes great pride in the beer we produce, it is of equal importance that we encourage our consumers to enjoy them responsibly at all times. We are today excited to take the lead in rallying our consumers and stakeholders across Asia Pacific region to join us and make a stand to support responsible alcohol consumption.”

The ‘Endless Conga’ contest has been running in Indonesia, Singapore, Thailand and Vietnam and will end on July 12.

To take part, participants can visit www.endlessconga.com

Credits: JonathanTan