Specially-designed cans were distributed to pubs for use as part of an "enjoy responsibly" campaign.
I really like this idea. But if you didn't know it was a advertising campaign, you will feel pretty confused and will slow down your drinking as a result. Could be the way to tackle binge drinking? Make drinkers feel really drunk even when there not. When they leave the pubs/clubs they're actually sober. Would cut crime and violence down.
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