A social media campaign consists of three quick videos starring a UBREW exec. The exec thanks other beer brands in one clip for telling beer lovers to drink responsibly. In another, the exec donates Responsibly's brand jingle, which is not as sexy as mainstream beers. It's no rock anthem, it's a bagpipe.
The last video is my favorite. Urged to drink "Responsibly" and in moderation, the exec debuts a brand of potato chips called... "Moderation."
McCann Milan and Craft London created the campaign.