Our time with friends brings much joy, connection and celebration, yet it is so often overshadowed by the pressures of fitting in or the fear of missing out (FOMO). The bold, social-first initiative ‘Keep It Real, Keep It Moderate’ flips the focus back to what really matters: shared laughter and genuine, meaningful conversations with friends and loved ones. The campaign encourages individuals to move away from the excesses that cloud their true personalities, empowering them to own their nights by staying true to themselves. Because what truly makes a night memorable — having to drink till you drop or the memories that linger long after your last toast?
Bringing
your
Authentic
Selves
to
Celebrations
The
campaign
kicked
off
with
drunk
texts
sent
out
from
APBS’
Official
Instagram
Account
in
the
middle
of
the
night
–
a
relatable
experience
that
many
of
us
have
encountered,
or
worse
–
gasp
–
sent
ourselves.
To
celebrate
authenticity
and
individuality
and
encourage
drinking
in
moderation,
APBS
is
unveiling
various
fun
and
relatable
personality
profiles,
from
“the
Gym
Rat”
to
“the
Gamer
Girl”.
Showcasing
how
drinking
in
moderation
allows
everyone’s
unique
quirks
and
passions
to
shine,
APBS
seeks
to
inspire
healthier
drinking
habits
while
showing
that
authenticity
is
the
key
to
memorable
celebrations.
‘The
Real
Ones’
Social
Contest
Nominate
The
“Real
Ones”
At
the
heart
of
the
campaign
lies
a
celebration
for
the
“Real
Ones”,
the
responsible
ones
who
lead
by
example
and
look
after
their
friends
during
moments
of
overindulgence.
Every
group
has
a
“Real
One”
—
the
friend
who
keeps
it
cool
and
makes
moderation
their
mantra.
APBS’
‘Keep
It
Real,
Keep
It
Moderate’
introduces
five
unique
categories
to
recognise
friends
who
embody
responsible
drinking
habits:
-
Snack
Drawer:
The
real
one
who
kept
our
stomachs
full
so
the
drinks
didn’t
hit
too
fast.
-
Low
Key
Legend:
The
real
one
who
kept
the
vibes
alive
while
pacing
drinks
like
a
champ.
-
Zero-zero
Hero:
The
real
one
who
held
their
ground
in
the
face
of
peer
pressure.
-
Cab
Caller:
The
real
one
who
said
no
to
drinking
and
driving
and
got
everyone
home
safely.
- Water Fetcher: The real one slowed the rounds with water and kept the night in check.
The 50 most inspiring stories, with 10 winners in each category, stand to win exclusive prizes including a custom trophy to honour their “Real One”, a $20 Grab voucher and a carton of Heineken 0.0 to toast to their authenticity. Nomination starts on the 20th of December and ends on the 3rd of January. Winners will be announced on 10th January on APBS’ Instagram.
Creating
Lasting
Memories
“Our
goal
is
to
inspire
and
encourage
people
to
adopt
responsible
drinking
habits,”
said
Patricia
Lee,
Corporate
Affairs
Director,
Asia
Pacific
Breweries
Singapore.
“Drinking
in
moderation
is
not
about
saying
no,
it
is
about
saying
yes
to
the
best
version
of
yourself,
to
the
moments
that
matter,
and
to
nights
you
will
never
forget.
With
‘Keep
It
Real,
Keep
It
Moderate’,
we
aim
to
inspire
a
movement
where
moderation
is
celebrated,
not
sidelined,
doubling
down
on
our
commitment
to
promoting
responsible
drinking
and
reminding
everyone
to
not
let
overdrinking
take
over
your
personality.”
Whether you are raising a toast to the holidays or ringing in the New Year, APBS’ ‘Keep It Real, Keep It Moderate’ invites everyone to make this festive season one to remember — for all the right reasons.
For
more
details
on
the
campaign
and
how
to
participate
in
the
contest,
visit
APBS’
Instagram
at
www.instagram.com/apbsingapore.
https://www.apbsingapore.com.sg/
https://www.instagram.com/apbsingapore
Hashtag: #APBS
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