We were chosen by Kompania Piwowarska to design a “Live responsibly” sign along with the guidelines of its practical application. Since September 2009 it is placed on the company’s press ads, posters, online banners as well as in retail shops and in on-premise outlets, including beer coolers. Since that time all the radio commercials should include a sentence: “Beer is also alcohol. Live responsibly”. Introduction of the “Live responsibly” sign is Kompania Piwowarska’s own initiative stemming from the company’s long-term policy on educating consumers about responsible drinking and is directly related to KP’s Commercial Communication Policy.
