The Alcoholic Beverages Association of Kenya (ABAK) has unveiled a new campaign to promote responsible drinking in Kenya.
The campaign is dubbed Utado? (slang for ‘What will you do?’) and intends to impart responsible-drinking tips to customers. Alcohol drinkers should, for instance, ensuring they eat, drink water and take a taxi home, on a night when they are drinking.
The Alcoholic Beverages Association of Kenya (ABAK) members include: WOW Beverages, Africa Spirits Ltd, London Distillers, UDV, Kenya Breweries Ltd (KBL) and Kenyan Wine Agencies Ltd (KWAL). They have partnered with taxi service Little for this campaign.
Craft Silicon CEO Kamal Bugdabatti revealed that they are working on a chauffeur service that will see a driver dispatched to drive your car home if you are too drunk to drive.
The campaign message will be driven through music to especially convey the message to a larger section of younger consumers. The two-minute Utado? jingle will be aired alongside other related material through various media, for broader awareness.