Drink, but don't drive

October 23, 2018 | By | Reply More

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DID you know that it takes as little as two drinks to exceed the legal blood alcohol content (BAC) limit of 0.08% in Malaysia? It doesn’t mean that you can’t drink and be merry, but be responsible at the same time.

To highlight the serious consequences of drink-driving, Carlsberg Malaysia is offering 1,000 free rides for Grab and Riding Pink passengers in conjunction with its #CelebrateResponsibly campaign, running all through October.

Consumers get to enjoy up to RM20 off each ride when they use the promo code CELEBRAERESPONSIBLY for bookings to and from more than 400 participating Carlsberg outlets throughout Malaysia. Consumers can claim these free rides between 5pm and 1am daily, until Oct 31 or while rides
last.

“We at Carlsberg believe that beer is best enjoyed in moderation but to give Malaysian drinkers the extra incentive to celebrate responsibly by leaving their cars at home, we decided to up the ante this year by increasing our subsidy for ride-sharing services,” said Carlsberg Malaysia Corporate Communications
CSR director Pearl Lai.

“We have a partnership with Grab since 2017, to offer subsidised rides to our branded events and ‘Probably The Best Brewery Tour’ at our brewery in
Shah Alam.

“This year, we are doubly excited to sign on Riding Pink as our latest partner, which is the first in Malaysia to offer a women-only ride service. We hope this will benefit female consumers who are hesitant to hail a taxi for a night out due to personal concerns over safety and privacy,” Lai added.

This year, Carlsberg employees volunteering as #CelebrateResponsibly Ambassadors will visit selected outlets featuring promotions with the exclusive Carlsberg Oktoberfest mug to encourage revellers to drink responsibly.

Consumers can have their BAC levels tested via portable breathalysers and try their hand at an interactive game that simulates the negative effects
of high BAC levels on consumers’ hand- eye coordination when driving.

Carlsberg Malaysia also invites consumers to sign up as #CelebrateResponsibly Ambassadors to help spread awareness on the dangers of drink-driving and encourage their friends, families and colleagues to make responsible choices, as in getting a taxi, carpooling with a “designated” driver or by simply keeping within the BAC limits.

Consumers who sign up as ambassadors stand to win one of five chauffeured VIP rides with their friends to a Carlsberg outlet of their
choice.

Caption

Pix 1: Carlsberg Malaysia Corporate Communications & CSR director Pearl Lai (back, third from left) and Denise Tan, “Chief Worker” of Riding Pink (on her left) with #CelebrateResponsibly Ambassadors at one of the Oktoberfest party venues.

Pix 2:Carlsberg’s #Celebrate Responsibly activities also feature an interactive driving game that tests players’ hand-eye coordination under different simulated
BAC levels.

Pix 3: Consumers who signed up as #Celebrate Responsibly Ambassadors were given novelty bottle-opener rings to remind them and their friends to drink
responsibly.

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Category: Marketing

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