In 2011, SABMiller approached us with its new responsible drinking brand, No Regret Friday. We worked in partnership with Black River FC where our job was to maximise online exposure for the brand and to entrench the key message in the mind of the consumer that drinking and driving is not cool.

The key to community buy-in was to spark influencer championing of the No Regret Friday cause, and filter this through to the proverbial man on the street rather than force brand messaging down people’s throats.

We developed tailored content and seeded it to respected social media influencers from a variety of demographics, invited people to share their own stories via social networks of how they had been affected by drinking and driving, and built a dedicated microsite where people could commit to not drinking and driving.

SABMiller described the campaign’s success as unprecedented.

More than 12,000 South Africans visited the microsite; 3,000 written pledges for no drinking and driving support were received and more than 5,000 fans signed up on Facebook. More importantly though, the campaign succeeded in securing community support and the right mix of communication and emotional drivers ensured its momentum both on and offline. #NoRegretFriday has become a South African meme



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