Ascot – Think! 0%

 

 

Last June, Asahi UK encouraged alcohol responsibility during Royal Ascot week by partnering with THINK! 0% to promote experience without compromise and remind consumers of the importance of making safe, positive choices if they were getting behind the wheel. Launched the previous year, THINK! 0% was a nationwide initiative that encouraged drivers to always choose alcohol-free drinks if they were getting behind the wheel.

The Blue Ribbon campaign, which was live throughout Royal Ascot week, incentivised drivers to THINK! 0% beer. Dedicated Peroni Nastro Azzurro 0.0% Brand ambassadors were positioned around car parks across the site to welcome racegoers, offering branded flyers with reminders to always THINK! 0% when driving, which could be redeemed for 330ml bottles of Peroni Nastro Azzurro 0.0% at bars across the racecourse.

The activation was aimed at those driving or choosing not to drink alcohol on the day of the races, offering racegoers a complimentary serve of the number one packaged alcohol-free lager in the UK.

An additional promotion called ‘Perfect Pace’ also ran during Royal Ascot week; this rewarded people choosing Peroni Nastro Azzurro 0.0% who could collect stamps with every purchase in exchange for the chance to win prizes. This encouraged further trial of alcohol alternatives as part of a balanced race day experience. Separate from the partnership with THINK! 0%, the Perfect Pace campaign encouraged further trial of alcohol alternatives as part of a balanced race day experience.

 

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