A-B televises new 'Know When' spots - Anheuser-Busch public service advertising

Modern Brewery Age, August 21, 1989

A-B televises new `Know When' spots

Drinking and driving and responsible consumption are addressed in a series of commercials recently aired by Anheuser-Busch, Inc. The spots fall under the company's "Know When to Say When" umbrella campaign which encourages responsible drinking.

Quarterback Dan Marino and race car driver Scott Pruett relay their messages in two 15-second spots. A third commercial--which A-B says is designed to speak directly to consumers in the 21-25 age group--features contemporary, fast-paced music. The 30-second commercial is airing in late-night time slots and programming with the highest percentage of contemporary adult viewership, A-B said.

"Responsible drinking is an individual choice which consumers make each time they enjoy our products," Michael J. Roarty, executive vice president A-B, stated. In one of the 15-second spots, reinforcing the designated driver concept, Marino is shown walking toward a car with a friend. The friend passes his keys to Marino, who says, "If you've been drinking, pass your car keys to someone who hasn't."

According to Stephen J. Burrows, vice president of consumer awareness and education, A-B, "Trends indicate that awareness programs such as `Know When to Say When' are having a positive effect on abusive behavior and that's why we've increased our efforts to get these messages out.

"The trends are positive," Burrows continued, "and while more improvement is necessary, Anheuser-Busch will continue to work toward solutions and put the brakes on drunk driving."

A-B recently created the Department of Consumer Awareness and Education to direct advertising and grassroots education programs to promote responsible drinking. Support for the program ranks with the advertising budgets of many of the company's national beer brands, Busch said.

The "Know When to Say When" campaign was introduced in 1985 and has featured sports and entertainment celebrities reminding consumers to drink responsibly.

PHOTO : TOURNEY RECORD-BREAKER--Chris Spire (left), plant manager at the Anheuser-Busch, Inc.

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PHOTO : winning the $65,000 Michelob New York State Open at Radisson Greens in Baldwinsville.

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