Not sure how to thank the friend willing to drive your sloshed self home from the company Christmas party? (And let’s face it, they totally deserve a token of gratitude after spending the entirety of the trip dealing with your increasingly panicked attempts to blot a beer stain out of your cocktail dress while complaining about the passive-aggressive coworker who totally splashed you on purpose.) Forget gas money or a hand-written note of sincere apology; Budweiser has a better idea.
The brand has created a “Knitbot,” a tweet-powered knitting machine, to knit fabulously ugly holiday sweaters for designated drivers. Every tweet tagged with the hashtag #jumpers4des incites the machine to knit a little more. Oh, and if the hashtag confuses you, that’s because it’s in British English (a jumper is a sweater, and “des” is short for designated driver).
Sure, it’s not terribly brand-centric, as people need designated drivers after drinking a whole host of beverages other than Budweiser, but any booze brand knows that encouraging responsible drinking habits is always a good PR move, and this one is also creative, social media-centered, and takes advantage of the resurgence of the ugly sweater.
Plus, this particular shade of red does wonders for our complexion — we’d wear one!