Budweiser Posts 'Apology Cakes' on Imgur for Super Bowl Night's Designated Drivers

With a call-out to Sarah Schaaf

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Budweiser took its "Give a Damn" fight against drunk driving to Imgur on Monday with a fun promoted post in which it posted "apology cakes" for designated drivers—adorned with messages from badly behaved Super Bowl partiers.

The message of the millennial-targeted effort: Send a tasty cake as a thank you to the designated driver who took you home safely after the Super Bowl.

"We think it's super important to 'localize' advertising for the audience, not just the platform," Steve Patrizi, vp of marketing at Imgur, tells Adweek.

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