Bergenbier S.A., part of the Molson Coors Beverage Company group, has announced the launch of the campaign “Designed by Accident. Life has no undo button,” in partnership with ParkLake Shopping Center. The initiative is part of the company’s ongoing efforts to promote responsible alcohol consumption and raise awareness about road safety.
The campaign runs both online and offline and aims to highlight the risks associated with decisions made under the influence of alcohol. Between September 22 and October 6, 2025, visitors to ParkLake Shopping Center will be able to explore a manifesto exhibition that visually illustrates the real consequences of traffic accidents. The project addresses all road users: drivers, pedestrians, cyclists, motorcyclists, and e-scooter riders.
Messages about responsibility
In addition to the physical component, the campaign also includes a series of digital discussions. The public can follow a podcast moderated by Horia Sârghi (Zaiafet), featuring guests such as psychotherapist and writer Petronela Rotar, Prof. Dr. Radu Țincu, and race car driver Dominic Marcu, ambassador of Bergenbier Non-Alcoholic. The discussions focus on excessive consumption, addiction, and healthy alternatives.
“Promoting responsible behavior 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.
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The campaign Designed by Accident. Life has no undo button naturally continues these efforts, 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 underlines the importance of responsibility in everyday life. For us, every responsible choice matters. We want to inspire people to make safe decisions consistently, thereby contributing to a more mindful, empathetic, and safer society for everyone,” stated Ștefania Bătrînca, Communications & Corporate Affairs Manager at Bergenbier S.A.
Addiction, a complex issue
Over the years, Bergenbier S.A. has strengthened its commitment to social responsibility and promoted moderation in alcohol consumption by developing a portfolio of eight non-alcoholic varieties.
The campaign “Designed by Accident. Life has no undo button” can also be followed online, on Bergenbier S.A.’s official social media pages and on the Zaiafet YouTube channel.
During the podcast, psychotherapist Petronela Rotar highlighted the severity of addiction: “When consumption no longer brings pleasure or euphoria, but only soothes withdrawal and the symptoms that arise from 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 addicted person does not feel alone.”
In turn, Prof. Dr. Radu Țincu explained: “Addiction is a condition that goes beyond the medical sphere because the impact it has is social, economic, emotional, and spiritual. The addicted patient is affected in all areas of his life. And I believe this complexity of the phenomenon must be managed very carefully within multidisciplinary teams, because we cannot solve the problem medically alone.”
Photo: Bergenbier S.A.
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