Bergenbier S.A., part of Molson Coors Beverage Company, launched in partnership with ParkLake Shopping Center the campaign “Designed by Accident. Life has no undo button”, as part of the company’s efforts to promote responsible alcohol consumption and raise awareness among road users.
The campaign runs both online and offline, and aims to draw attention to the risks associated with alcohol consumption, particularly in the context of road safety. From September 22nd to October 6th, 2025, visitors to ParkLake Shopping Center will be able to explore an exhibition that visually illustrates some of the real consequences of decisions made in traffic under the influence of alcohol. The initiative is aimed at all road users: pedestrians, drivers, cyclists, motorcyclists, and electric scooter users.
In the digital space, the campaign features an in-depth discussion on overconsumption, responsibility, addiction, viable alternatives, and defensive driving. The podcast is moderated by Horia Sârghi (Zaiafet) and features guests such as psychotherapist and writer Petronela Rotar, Prof. Dr. Radu Țincu, and racing driver Dominic Marcu, ambassador of Bergenbier Non-Alcoholic.
“Promoting responsible behaviors in all aspects of life is part of our commitment to sustainability. Every year, we focus our efforts on developing projects that emphasize road safety and individual responsibility. The campaign Designed by Accident. Life has no undo button naturally continues these initiatives, representing yet another step through which we encourage conscious choices and care for those around us. With its powerful message, the project draws attention to the real consequences of impulsive decisions and highlights the importance of responsibility in everyday life. For us, every responsible choice matters. We want to inspire people to consistently make safe decisions, thus contributing to a more considerate, empathetic, and safer society for everyone,” Ștefania Bătrînca, Communications & Corporate Affairs Manager, Bergenbier S.A., said.
Over the years, Bergenbier S.A. has maintained its commitment to social responsibility and moderation in alcohol consumption, developing a portfolio of eight non-alcoholic beverages.
The campaign “Designed by Accident. Life has no undo button” is available online on Bergenbier S.A.’s official social media pages, as well as on Zaiafet’s YouTube channel.
“When consumption no longer brings pleasure or euphoria, but only soothes withdrawal and the symptoms caused by the absence of consumption, we are already talking about torment, not just addiction. There is a great deal of physical and psychological suffering. A whole support network is needed — from therapy, to family meetings, to support groups — so that the person struggling with addiction does not feel alone,” psychotherapist Petronela Rotar during the discussion emphasized.
“Addiction is a condition that goes beyond the medical sphere, because its impact is social, economic, emotional, and spiritual. A person struggling with addiction is affected in all areas of their life. I believe that this complexity of the phenomenon must be addressed with great care within multidisciplinary teams, because the problem cannot be solved solely from a medical perspective,” Prof. Dr. Radu Țincu added.
As a brief conclusion, racing driver Dominic Marcu emphasized: “No drink is worth a life. It’s not worth risking our life or someone else’s.”
