Authors: food beast
There’s a Facebook fan page jokingly meant to channel everyone’s inner lush called “I’ll drink responsibly when there is a brand of alcohol named Responsibly.” Well folks, it’s time to put your money where your mouth is. “Responsibly”-branded alcohol finally exists.
It’s just too bad it’s fake.
Yep, from the age-verification splash page on the website, to the Facebook fan polls and the Instagrammed “Responsibly” beer cans, everything about the brand is actually part of an extensive marketing campaign for Canada’s Alberta Gaming and Liquor Commission, designed to get people to, well, drink responsibly.
(Hey, at least they’re not lying.)
According to Michelle Hynes-Dawson from the AGLC,
The idea was to play on the very common slogan ‘drink responsibly’ to catch people’s attention, which will hopefully get them to our website enjoyresponsbily.ca to find out more about the concept behind the fictional product, which . . . is about giving a definition to responsibly [sic] and moderation. In terms of Facebook and Twitter, it worked well with the campaign concept and the demographic we are trying to reach” – adults 18 to 24 years of age.
Designed by Edmonton-based advertising agency Calder Bateman, the “Responsibly” line has its own Facebook, Twitter page and website, and divides its offerings according to gender, with Low-Risk Raspberry Coolers, Green-Apple Riesling and Citrus Vodka for the ladies and Premium Brewed Beer, Moderation Merlot and Small-Batch Bourbon Whiskey for the guys.
Each “product page” lists a recommended serving size, typically 2-3 drinks (except on special occasions), along with some charmingly cheeky copy like “Responsibly Coolers mix juice, booze and the mellow flavour of moderation together in a bottle!” and “Responsibly Beer is brewed with hand-picked moderation malts and a single drop of awesome.”
Dawson says response to the campaign thus far has been largely positive.
We have received lots of exciting feedback about the campaign,” she said. “There has been some confusion about the ‘real’ factor to the product. However, this was intentional and is positive in order to start the conversation about defining moderate drinking and to get people interested enough to go the website and find out more.”
As cute and clever as the campaign is, though, we at Foodbeast seriously encourage our readers to always drink responsibly. In fact, it’s Easter Sunday — why don’t we all drink Responsibly right now?
Dominique would be a foodie if she had money to pay for food. For now, she gets by just looking at food photography, which results in at least one more starving journalism student every time Instagram breaks down.