Ambev
Conta Ambev
Creating Brazil’s biggest responsible drinking platform
Brazil has more heavy drinkers than Canada has people. And yet, only 3% realize they might be going too far. It’s a huge issue—hiding in plain sight.
Insight
Drinking culture often celebrates quantity over responsibility - especially in social settings like bars. But encouraging moderation doesn’t have to mean killing the vibe.
Ambev saw an opportunity: what if, instead of telling people to slow down, we simply gave them a reason to? A small pause between drinks could become a new kind of ritual - one that keeps the night going, safely.
Idea
We launched Conta Ambev during the company’s annual Dia de Responsa (Responsibility Day).
The concept was simple: for every three drinks purchased at participating bars, Ambev covered the cost of either a bottle of water or a salty snack. No lectures, no pressure - just a friendly nudge toward moderation, woven into the flow of a regular night out.
Impact
The initiative turned responsible drinking into a shared experience, not an individual burden.
By showing up where it mattered - at the bar - and offering something tangible, Conta Ambev made moderation feel natural, not forced.
Most importantly, it reframed the idea of drinking responsibly: not as a limit, but as a way to enjoy more, better.
