As part of an effort to urge people to abstain from alcohol, the Alcohol Concern in the U.K. began the tradition of Dry January. For the whole month, a majority of the country participates. This movement was the inspiration for Budweiser to launch their latest sampling program for Prohibition Brew, the company’s non-alcoholic beer. The timing of the campaign coincided with Dry January to spread brand awareness of the product but to also show people that with Prohibition Brew they can “Drink Freely.”
Elevate partnered with 3 Monkeys Zeno and Budweiser to execute the campaign in Leeds, London, and Birmingham. At each location Elevate put together a team of 3 brand ambassadors and a team lead, as well as an experienced event manager to oversee the program as a whole. The team was tasked with educating the public on the “100% of the taste, 0% alcohol” beer, while passing out full-size samples and discount vouchers in high traffic areas.