“DRINK with MODERATION – That Rhymes” – Andrzej Grabowski and Pih recorded a song within the framework of Kompania Piwowarska’s social campaign

The premiere of the “DRINK with MODERATION – That Rhymes” videoclip constitutes the grand finale of the musical campaign focusing on education in terms of responsible consumption of alcohol. This year, the theme is “drinking sensibly”, and the campaign culminates in a song with an important message: always DRINK with MODERATION!

As a leader of the brewing industry, Kompania Piwowarska has been promoting responsible alcohol consumption for years. The company does so by including appropriate labels on its products (warning against alcohol consumption during pregnancy, by minors, and while operating vehicles) and through dedicated social campaigns. This year, for the second time, the company has engaged well-known artists - Andrzej Grabowski and Pih - to participate in the campaign.

– The “DRINK with MODERATION – That Rhymes” campaign was launched at the beginning of the summer holidays because there are many opportunities for alcohol consumption during the season, and with high temperatures, moderation and responsibility become even more important. The culmination of the campaign is the premiere of the song "Drink feat. Moderation – It Rhymes," performed by the Pih and Andrzej Grabowski duo, with music composed by Magiera. We hope that the well-known names and the unconventional form of our educational initiatives will help us reach an even wider audience – says Grzegorz Adamski, Public Affairs and Sustainable Development Manager at Kompania Piwowarska.

Last year’s “Alcohol and car? That Doesn’t Rhyme” campaign was a great success, and the final song was played over 200,000 times. The campaign achieved record results: 16.8 million reach and 3.2 million user engagements on social media. That is exactly why this year, rap is once again part of the campaign, although presented in a slightly different way.

The campaign is centered around two antagonistic figures – Drink and Moderation. Drink is personified by rapper PIH, and the role of Moderation is played by actor Andrzej Grabowski. It is a clash of two party archetypes: party animal Drink who loves to have fun, often loses control and deals with the consequences next day, and Moderation, elegant voice of reason, who can have fun responsibly.

To reach as many people as possible, the campaign was extensively promoted on social media channels and through influencer collaborations on Facebook, Instagram, and TikTok. The core of the campaign was a contest mechanism that engaged the audience in creating rhymes, which were then used to create the lyrics for the song.

The campaign was supported by the Water Volunteer Search and Rescue Service, which is why, in addition to the main communication, other educational activities were carried out. In the podcast "Riding the Waves of Responsibility," we shared knowledge on how to enjoy water recreation to the fullest while ensuring safety.

The song is available on YouTube, Spotify, and the social media channels of Kompania Piwowarska. The creative concept, campaign execution, planning, and media purchases were handled by the marketing agency V&P.