Despite our best efforts, it's no secret that young people often overlook responsible drinking ads. Yet, the global beer industry continues to invest billions every year in trying to influence behavior. Why? Because the youth's primary concern while partying remains the same: having a great time.

That's where our global initiative against binge drinking comes in. We encouraged people to enjoy their drinks responsibly by emphasizing the simple pleasures of eating, staying hydrated with water, and heading home earlier. How did we do it? Well, the answer was right there on our product. We decided to remove our logo from the bottle caps and instead offered that space to food chains, water brands, and transportation companies.