Say it where the pints are
Football fans, pub drinkers, tournament season
Gillette Labs needed to land a responsible-celebration message at the exact moment it's relevant, not before the round starts and not after it's finished. Broadcast and digital can build awareness, but neither one is in the room when the next pint is being decided.
Right message, right moment
A message about knowing when enough is enough only works in the moment it matters. Away from the pub, it's just another brand statement competing for attention. Inside the pub, mid-round, it's a message people actually stop and read.
Picked up, turned over, acted on
Two beer mat designs, "Celebrate Responsibly" and "Enough Is Enough", were dealt across every table in 250 pubs nationwide, 250,000 mats in total. Every mat carried a QR code on the reverse linking to a Gillette Labs Body petition to scrap the yellow card rule for shirt-off goal celebrations, giving drinkers a direct way to act on the message rather than just read it.
Landing on the one piece of media every drinker already picks up and turns over between rounds gave Gillette Labs unskippable, unblockable attention with a pint in hand.
