Musician Pascal Tokodi bags lucrative deal

The Alcoholic Beverages Association of Kenya (ABAK) has unveiled a new campaign to promote responsible drinking, highlighting the importance of personal responsibility when it comes to alcohol.

The campaign, dubbed Utado? (Slang for ‘What will you do?’) is hinged on empowering consumers with responsible-drinking tips so they can interact positively with alcohol by, for instance, ensuring they constantly take food and water portions while interacting with alcohol and avoid drunk-driving by designating a driver or hailing a cab.

The campaign message will be driven through music to especially convey the message to a larger section of younger consumers. This is through a two-minute Utado? jingle which will be aired alongside other related material through various media, for broader awareness. Pascal Tokodi is the main character in the hit song Utado?

Speaking during the launch, ABAK’s Chairman, Gordon Mutugi, said the organisation is committed to promoting responsible consumption of their products.

“As players in the alcoholic beverage market, we have come together as a united front since we have a pivotal role in driving awareness among our consumers. We believe that when consumed moderately and responsibly by adults, alcohol can be part of a balanced lifestyle and play a positive role in social occasions and celebrations,” said Mr Mutugi.

He added, “We recognise that, like many other products when misused, alcohol can lead to individual and social harm. I believe #Utado? will reach the targeted consumers and encourage them to positively change their attitudes towards responsible drinking.”

ABAK’s Secretary and KBL Corporate Relations Director, Eric Kiniti, expressed optimism about the campaign.

“For a long time now, KBL has put our resources and skills into programmes designed to prevent and reduce alcohol misuse by working with stakeholders to raise awareness and change people's attitudes and behaviour. We see the partnership with our peer companies as a game-changer: it demonstrates the determination to reduce irresponsible drinking in the marketplace. We are very optimistic about the potential and positive behavioural change this campaign portends,” he said.

Alcoholic Beverages Association of Kenya (ABAK) is an umbrella body that brings together Kenya’s leading manufacturers and distributors of alcoholic beverages for adults. ABAK consists of KWAL, Monwalk Investments, Wow Beverages, KBL, UDV and London Distillers.