The two firms launch Carslberg’s ASEAN-wide #CelebrateResponsibly campaign against drink-driving
Carlsberg and Grab Cambodia have teamed up to encourage responsible beer consumption among Cambodian consumers.
The collaboration is part of Carlsberg’s regional #CelebrateResponsibly campaign, which seeks to foster safe and enjoyable drinking experiences across the region.
The year-long initiative leverages the combined brand influence and multiple touchpoints of both companies to discourage drunk driving and promote responsible alcohol use.
By utilising Grab’s extensive online-to-offline platform, the partnership will encourage consumers to use Grab’s ride-hailing services, and encouraging safer transportation options after consuming alcohol, according to the announcement.
Additionally, consumers will benefit from discounted rides to prominent Carlsberg outlets in Phnom Penh, enhancing accessibility to responsible drinking venues.
The campaign is part of a broader regional effort led by Carlsberg Asia to raise awareness about responsible drinking.
Targeting key Southeast Asian markets, including Singapore, Cambodia, and Myanmar, the #CelebrateResponsibly initiative utilises in-app features, e-commerce platforms, and in-store promotions to disseminate its message.
Cambodia has been selected as the official launch site for the regional campaign, emphasising the country’s commitment to social welfare and sustainable alcohol consumption.
The company is also shifting its marketing focus to encouraging moderate drinking behaviours and highlighting quality over quantity. The campaign is expected to embrace a wide range of participants, including consumers, delivery drivers, retailers, educators, parents, and law enforcement agencies.
Grab is a leading superapp in Southeast Asia which operates across the deliveries, mobility, and digital financial services sectors. It serves more than 700 cities in eight Southeast Asian countries – Cambodia, Indonesia, Malaysia, Myanmar, the Philippines, Singapore, Thailand, and Vietnam.
