AB-Inbev Influencing behavior change with social norms through the power of marketing

Whatever a particular group, community, or culture accepts as normal becomes known as their social norms, and these rules have tremendous power to change how people behave. This means reinforcing positive social norms has the potential to significantly reduce harmful consumption.

That’s a major opportunity, and we’re in the right position to seize it because we don’t just sell beer - we sell beer that’s connected to powerful brands. We’ve been identifying the social norms that produce positive outcomes, then promoting them through brands people already love and trust to reinforce those behaviors and accelerate progress toward reducing harmful consumption.

A movement championing healthy consumption and reimagining youth party culture in South Africa.

A fully immersive alcohol-free music and cultural experience headlined by a surprise international act and internationally renowned local artists. A Night to Remember will be activated by touchpoints our audience is passionate about from art and music to fashion. A space and movement that will show young South Africans that it’s possible to get lit without being lit by making memories they won’t forget or regret.

By collaborating with other events and sustaining our presence in South Africa’s party space all year long, our call to action will spread further and help with long-term behaviour change.

Develop and create:  Media Event – 360 Campaign - Stage Event – Merchandise - Digital Campaign - Microsite - Social Media - Branded Gift Box