Beer & A Better World - Anheuser-Busch InBev

BOB
InBev Belgium believes that consuming alcohol
is not compatible with potentially dangerous
activities such as driving. As early as 1995, we
launched a designated driver initiative, the
BOB campaign, in association with the Belgian
Institute for Road Safety (BIVV/IBSR). Today, the
initiative is a partnership between the BIVV/IBSR;
Assuralia, the Belgian federation of insurance
companies; and the Union of Belgian Brewers,
which includes InBev Belgium. A key message
of the BOB campaign is the need to always have
a designated driver. The BOB campaign was an
instant hit, changing people’s attitudes toward
drinking and driving. It has been replicated in
16 other European countries with support from
the European Commission.
As responsible brewers, we want to ensure that
our beer commercials are directed only to those
above the legal drinking age and are carried out in
a socially responsible manner. InBev Belgium has
an internal code for commercial communications,
and we also adhere to the Arnoldus Covenant,
a voluntary agreement by Belgian brewers and
other alcohol beverage manufacturers to practice
responsible marketing and advertising.
Commercial communications play a fundamental
role in the success of a free market economy. They
facilitate competition and allow for new products
to be introduced to consumers. InBev Belgium
believes that beer can be part of a balanced
and healthy lifestyle, but we acknowledge the
potential for misuse and that not everyone should
consume alcohol. The key points of our internal
code for commercial communications are:
• We market and promote our beer in a
manner that is consistent with responsible
consumption.
• InBev Belgium’s beer marketing is directed to
individuals of legal drinking age.
• InBev Belgium staff in charge of sponsored
promotional events will be encouraged to
promote alternative transportation for participants
who need help to return home safely.
We will not make claims that our beers can
prevent, treat or cure medical conditions, nor
will we market or advertise on the basis that
consumption of our products provides certain
health benefits.
• We will not use high-alcohol strength as a
positive quality for our brands.
• Our commercial communications will not
imply that consuming beer is a requirement
for social acceptance or professional, educational
or financial success.
Global Citizenship Report 2008-2009 | 43
Through our BOB program, we promote
the use of designed drivers and help
raise awareness against driving drunk.
The program has been replicated in
16 other European countries with the
support of the European Commission.