Budweiser’s Costumed Mugshots Remind Halloween Partiers to Drink Responsibly

David Miami scares up the latest entry in the brand's 'Drink Wiser' campaign


What’s more embarrassing than having your mugshot taken? Having your mugshot taken in a goofy Halloween costume.

As a way to remind Halloween partiers not to overdo it on the booze, David Miami crafted a responsible drinking campaign that taps into the holiday spirit.

Budweiser and David Miami worked with real people who have been arrested for irresponsible drinking behavior on Halloween, turning their costumed mugshots into timely reminders to drink responsibly. The brand hopes seeing these costumed offenders alongside the message “Don’t let Halloween haunt you forever” will remind revelers not to overindulge.

“Halloween is a chance to escape reality by dressing up in costume for the night. The untold story, however, is that this escapism can go too far when people forget to drink responsibly. That’s why we worked with real people who were arrested on Halloween to remind others to drink and act responsibly this holiday,” Budweiser’s vice president of marketing Monica Rustgi explained in a statement. “Budweiser’s message is clear: Don’t let Halloween haunt you forever. Hydrate between Buds and Drink Wiser.”

Ads will run on social media and in digital OOH in New York, Philadelphia and Chicago. To further encourage audiences to engage in responsible drinking behavior, those who follow @BudweiserUSA on Twitter and turn on notifications will receive real-time reminders to “Drink Wiser” by mixing in some water between rounds.

Budweiser is also giving away a $5 Lyft gift card toward a safe ride home (in certain cities) to those who purchase Budweiser between Oct. 21 and Nov. 1 on Drizly. It’s a continuation of the brand’s “Drink Wiser” effort encouraging consumers to drink responsibility that launched last year.

“Nothing connects better with consumers than real life. And that’s the power of this campaign: real people who ruined their Halloween—and their police records—because of not drinking wiser,” said Pancho Cassis, who joined David as global CCO this June, in a statement.

@ErikDOster erik.oster@adweek.com Erik Oster is an agencies reporter for Adweek.