Normalizing Harm: AB InBev’s Tactic to Embed Alcohol in Social Life

AB InBev’s “Poker and Pizza” campaign in Colombia demonstrates a Big Alcohol tactic to normalize alcohol in everyday life. By taking over pizza hotlines to promote their beer brand “Poker,” AB InBev is pushing the idea that alcohol should be a part of casual food cravings.

This tactic links beer with comfort food, reinforcing alcohol’s place in social routines. It risks targeting younger consumers, encouraging high-risk alcohol use under the guise of convenience and fun. With alcohol being a leading cause of death globally, this campaign undermines public health by downplaying its risks.

Promotion, or any marketing strategies, is Big Alcohol’s activity to drive alcohol availability and acceptability, to perpetuate the alcohol norm, and to place alcohol at the center of people’s thoughts and preferences, communities’ practices, and societies’ customs. The focus of this DUBIOUS FIVE strategy is the people and their beliefs about alcohol products, the public and their attitudes about and behavior around alcohol products, and the consumers and how much, how often they buy and consume alcohol brands.

Source:
https://vinepair.com/articles/poker-beer-pizza-marketing-campaign/

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