Carlsberg’s Responsibility Campaign—A Thinly Veiled Push to Normalise Alcohol Use
Posted on September 30, 2024 in Carlsberg, Deception, CambodiaCarlsberg’s recent partnership with Grab Cambodia to promote their “CelebrateResponsibly” campaign is a prime example of Big Alcohol using responsibility messaging to deflect accountability. These so-called “responsibility” campaigns present the illusion of corporate concern for public health while distracting from the fact that alcohol remains a major driver of harm in society.
By promoting “moderation,” these campaigns place the blame on consumers rather than addressing the inherent risks of alcohol use and the aggressive marketing that drives consumption. This strategy enables companies like Carlsberg to maintain their profits while appearing socially responsible, all while avoiding meaningful action such as reducing marketing or supporting stronger alcohol regulations.
By leveraging the “combined brand visibility and touchpoints” of Carlsberg and Grab, this campaign will saturate everyday environments with alcohol-related messaging, further normalising alcohol use in society. Ultimately, these campaigns are about protecting the alcohol industry’s interests, not about genuinely promoting health and safety.
Deception is Big Alcohol’s activity to hinder and obscure public recognition of the real effects of alcohol. The focus of the DUBIOUS FIVE strategy of deception is the public’s recognition of the full extent of alcohol harm, the understanding of the risk caused by alcohol products, and the root causes of alcohol harm and their most effective alcohol policy solutions. Using deception strategies Big Alcohol seeks to fuel cognitive dissonance among the public.