Bud Light RHIR

RESPONSIBILITY HAS ITS REWARDS

Anheuser-Busch and the Bud Light brand have embraced TEAM Coalition’s Responsibility Has Its Rewards (RHIR) campaign for its responsible drinking messaging. RHIR is the new brand for the incredibly successful Anheuser-Busch Good Sport program.

Since 1986, Anheuser-Busch has supported the Good Sport program to help team owners, facility managers, concessionaires, event promoters, and wholesalers promote responsible alcohol consumption among adult sports fans. Good Sport showed the community that the team and the venue are committed to alcohol responsibility. By coordinating efforts among the team, venue, concessionaire and Anheuser-Busch, we all can help create a positive environment that encourages fans to act responsibly and respect the rights of others.

Most teams/venues have a published Fan Code of Conduct that addresses rules and expectations of fan behavior, with the objective of creating a positive fan experience. The Good Sport program is one component of the alcohol responsibility section of the Code.

PURPOSE

Change behavior.

A-B InBev Global Smart Drinking Goals: Social Norms

• Influence social norms and individual behaviors to reduce harmful alcohol use by investing in dedicated social marketing campaigns and related programs.

Target demographic: 21-34 year olds

• 39% of drunk driving fatalities are caused by 21-34 year olds

Rewards Responsible Decisions.

We want fans in–stadium to be responsible in their alcohol consumption and plan ahead for safe rides.

• Designated drivers receive a complimentary non-alcohol beverage.
• Fans who plan to use ride share are entered for a chance to win ride share credit.
• Fans who use public transportation are entered for a chance to win credit toward public transportation.
• All fans who participate are entered to be selected as the Responsible Fan of the Game
• And all fans who pledge are entered into the Responsibility Has Its Rewards sweepstakes.

Evidence-based solutions

• Collect pledge data digitally to ensure we’re reaching the right audience and have the ability to follow-up later to gather behavioral data.

CREATIVE ELEMENTS