How can you help adults enjoy the Summer festival season to the fullest while drinking in moderation? This was the focus of a new campaign called “Minimum Alcohol, Maximum enjoyment” (Minimum alkohol, Maximum élvezet) by the Hungarian spirits association.
The aim was to challenge drinking habits among young adults aged 18 to 29 as well as the wider adult audience (30–40+) with special attention to binge drinking, and to inform them through social media platforms and the website, (www.italmertek.hu) on how to drink alcoholic beverages responsibly.
After the very difficult period of covid restrictions, everybody needed fun. The message was to celebrate Summer, freedom, and new beginnings and make sure to celebrate every second of this freedom with minimum alcohol & maximum enjoyment.
The Facebook page was instrumental to share messages through posts and videos. To promote social media engagement and spread the messages of the campaign, the #SoMe challenge was launched. People were invited to comment and use the #minimummalmaximum hashtag on Italmérték Facebook posts. They could win festival tickets and vouchers.
To bring the topic and the “Minimum alcohol, maximum enjoyment” campaign closer to the target audience, three videos were created with interviews of participants at festivals. The videos have been posted on the Facebook page with great success: more than 40K views were achieved.
The campaign has generated excellent results and helped reach and educate the target audience with the messages around responsible and mindful alcohol consumption:
