“DRINK with MODERATION – That Rhymes”. Kompania Piwowarska launches the second edition of its social campaign.

The beginning of July marked the launch of the social campaign run under the “DRINK with MODERATION – That Rhymes” slogan, which aims to promote responsible consumption of alcohol and revolves around a song titled Drink feat. Moderation – That Rhymes.

Kompania Piwowarska has been promoting the idea of responsible alcohol consumption for years by executing educational campaigns addressed to specific groups, among other activities. It is no coincidence that “DRINK with MODERATION – That Rhymes” was launched at the beginning of summer holidays.

– In every campaign, we bet on credibility, and that is why the message format is so important for us – we always aim to adjust it to the audience and avoid dos and don’ts. This year’s campaign features lots of educational content on how not to lose control when having fun over the holiday period – says Grzegorz Adamski, Public Affairs and Sustainable Development at Kompania Piwowarska.

The Drink feat. Moderation – That Rhymes song, which the campaign is cantered around, is performed by 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. In the Drink feat. Moderation – That Rhymes song, the gentlemen engage in a “dialog” on responsible consumption of alcohol.

– We focus on interactivity, because the message is more efficient and genuine when created together with the recipients – adds. Grzegorz Adamski

Just like in the case of last year’s “Alcohol and car? That Doesn’t Rhyme” campaign, everyone interested can co-write the lyrics to the Drink feat. Moderation – That Rhymes song. Ideas for lines including “drinking with moderation” can be posted on Kompania Piwowarska’s social media channels: Instagram and Facebook. Additionally, the engaged participants have a chance to win tickets to summer festivals.

The campaign was launched at the beginning of July and will culminate in September with a premiere of the video clip to Drink feat. Moderation – That Rhymes featuring PIH and Andrzej Grabowski.

The campaign was created by the V&P agency, which is also responsible for providing comprehensive services: from the concept, through production, cooperation with artists and influencers, to organization of competitions for participants. Moreover, the agency has taken care of media planning and buying for the purpose of the campaign.