We’ve written about Heineken promoting responsible drinking by tapping into consumers’ fear of missing out, or FOMO. In Russia, Martini brand vodka, partnering with a taxi company, is promoting responsible behavior around drinking by aiming to ease concerns about getting home safely. The company installed “TakeMeHome” machines in nightclubs and bars: When a customer buys a cocktail with Martini, it includes a straw that connects to a Breathalyzer. If the drinker’s blood alcohol content is too high to drive safely, he or she receives 30% off taxi services. The patron enters a phone number and is then contacted by the service. The machine also dishes out pithy statements about the person’s results—for example, a blood alcohol level of 1 to 1.5 reads, “At the moment you are probably calling someone you never call or telling everyone how awesome they are.”
It’s a tricky concept, since drinkers are incentivized to keep imbibing in order to get the taxi discount. But merrymakers often lose track of how much they consume when they’re out having a good time, and the TakeMeHome machine does give customers a straightforward answer to the all-too-common question, “Am I too drunk to drive?”
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