Beer brand courts young drinkers with awareness campaign

As the brand's first-of-its-kind offering in China, Harbin NAB comes with an eye-catching look that carries the rich cultural overtones from the campaign film. The can is designed with distinctive Chinese-style elements and colors - red palace walls, yellow dragon symbols, crimson royal seals, and the classic look of Hajiang in ancient costume and the imperially dressed emperor. There are even gift packs which include a royal edict, handwritten by His Majesty, that forbids all acts of drunken driving, as well as an ancient-style paper fan, a card case reminding drinkers to name a designated driver, and a range of no-drunken-driving-themed accessories, like adhesive tape and phone holder ring.

He Yong, deputy secretary-general of the China Alcoholic Drinks Association and secretary-general of the association's beer branch, offered his approval of such product-driven action: "As a trade association, we've always taken responsibility. Promoting smart drinking is never something that is easily achieved overnight, but requires unbending long-term commitment.

"We hope more industry players can also join AB InBev in taking part in this meaningful cause to promote smart drinking and social responsibility."

Immediately following her public debut at the gala, virtual character Hajiang expressed her wish to join Shanghai's volunteer team for promoting civilized traffic practices. Wang Liang, deputy chief of the Traffic Police General Brigade, under the Shanghai Public Security Bureau, welcomed the move: "Hajiang's involvement makes her our first-ever virtual volunteer. We'd like to thank AB InBev for its continuous, diversified attempts to fight drunken-driving, as well as its contribution to building a harmonious road traffic safety environment in Shanghai."

The drinks company also seeks to elevate its contribution to the "Traffic Safety Education and Promotion Program", an initiative directed by the Ministry of Public Security Traffic Management Bureau.

Partnering with the Forbidden City and the China Children's Press & Publication Group to design a palace-themed "traffic safety education magic box of special meanings", the kit is aimed at helping children and teenagers quickly get to grips with understanding road safety in a fun way.

The company is also teaming up with multiple partners, perhaps most notably, car-hailing platform Didi Chuxing.

In a bid to stop young revelers from driving, Didi Chuxing and Harbin Beer will jointly issue taxi coupons in more than 100 cities.

Wang Jing, secretary-general of the China Road Traffic Safety Association, said: "Only when we all jointly address drunken driving as a society can this illegal act be effectively reined in and related traffic accidents be effectively controlled."