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Moderation, new message from the “Making Friends” campaign (Translation)

17 May 2010

Bogotá, May 12th, 2010. Bavaria, the leading beverage company in Colombia, today continues its "Making Friends" campaign with an invitation to all Colombians to live their lives with moderation, and a call to responsibility when consuming alcohol. The new commercials and other advertising pieces of the campaign coincide with the start of a project to  intervene in four areas of high consumption in Bogotá and Tunja, in alliance with the Corporación Sociedad y Conflicto - "Conflict and Society Corporation" - through its "Pacts for Life: Know How to Live, Know How to Drink" program and the National University of Colombia.

This time, Don Chucho, the character from Bavaria's "We can all be parents" campaign, becomes the third inhabitant of Caracolito and tells the original inhabitants, the now famous Toño and Eladio, the history of Chupa Chin and the inhabitants of Mi Coco, who, by consuming alcoholic beverages irresponsibly and excessively, are exposed to absurd and risky situations. The final message lies in the importance of knowing how to live with moderation and choosing quality products, drink them slowly, and never in excess.

Fernando Jaramillo, vice-president of Corporate Affairs of Bavaria, said: "Through these new communications pieces from ‘Making Friends,' we want Colombians to learn how to make informed choices regarding alcohol and when they do drink, they do so with moderation and responsibility. As you can see, we approach this very important issue in a different manner, always maintaining the common denominator of friendship. As Toño and Eladio say in the new advertising pieces, ‘excluding friendship, everything in excess is bad.' "

Alliance to intervene in safe party areas is signed
This new campaign has been endorsed by the Corporación Sociedad y Conflicto and the National University of Colombia. In an alliance with both institutions, Bavaria will also join an experimental work to establish four Safe Party areas - two in Bogotá and two in Tunja - in accordance with the proposal from the National University to establish 50 of these areas nationwide. The goal of this project is to create new institutional, human and social capabilities, applied to the care and protection of life in environments where alcohol and other psychoactive substances are consumed, as well as to nurture public and private intervention strategies geared towards a culture of self-regulation and social regulation in abusive consumption environments.

Santiado Fandiño, director of the Corporación Sociedad y Conflicto, was pleased with this alliance: "For us it is a pleasure for the largest brewer in the country to have joined the program ‘Pacts for Life: Know How to Live, Know How to Drink.' We believe this involvement from Bavaria to be a formidable achievement on the road to construct private co-responsibility to help dampen the effects on public health, mobility, communal living and citizen security."

Bavaria S. A. is the largest beverage company of Colombia. Its brands Águila, Águila Light, Club Colombia, Cola & Pola, Costeña, Costeñita, Peroni, Pilsen, Póker, Redd's and Pony Malta are leaders in their respective beverage categories in Colombia.

For additional information please contact:
Juan David Lee Aguirre


Phone +57-1-638 9290

- Bogotá, D.C.


This SABMiller subsidiary news release has been translated from its local market language to English language for publication on We have attempted to provide an accu-rate translation of the original material but due to the difficulties of translation slight differences may exist. 
Note, the news release was first published in its local market on [12/05/2010].


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