Nunc est bibendum! How the slogan "Now is the time to drink!" is associated with the Michelin Man® is an ironic bit of historical advertising trivia. But, it's also interesting to look at slogans concerning drinking and driving in modern advertising.

The American Beverage Institute sets up the finer points of its campaign slogan.

Over the course of two decades, America's restaurants and tavern owners have worked hand in hand with safety advocates to reduce the very real problem of drunk driving. Responsible adults now know that if they cannot drive safely—for any reason—they should not get behind the wheel.

But some anti-alcohol activists are seeking increasingly harsh restrictions on social drinkers. This can be evidenced in the transition from the common sense "Don't drive drunk" message to the similar-sounding but entirely different "Don't drink and drive" slogan.

The American Beverage Institute is correcting this prohibitive message with a more appropriate message: Drink Responsibly. Drive Responsibly. This message recognizes the millions of Americans who responsibly consume adult beverages at a restaurant, a tavern, or a friend's house before safely driving home—and encourages everyone to drink responsibly and drive responsibly.

Who are the "neo-prohibitionists" and "anti-alcohol activists" whose "Don't Drink and Drive" slogan is evidence they are seeking harsh restrictions on social drinkers?

Molson Inc., North America's oldest beer company, which last month announced a merger with Adolph Coors Company to form the fifth largest brewery in the world, launched a million dollar national campaign in 1989 that promotes the responsible use of, and attitude towards, alcohol and drinking. For Molson, "Don't Drink and Drive" is more than a corporate slogan—it's corporate responsibility—part of an initiative that goes beyond advertising and marketing, to a "take-action" program called TAXIGUY . 1-888-TAXIGUY was formed in 1998 through the partnership of TAXIGUY Inc. and Molson Canada, which has made it the cornerstone of the brewing company's "Don't Drink and Drive" awareness efforts.

TAXIGUY was the brainchild of Justin Raymond, who also developed the SMART CALL program, "a revolutionary alcohol-liability risk management program built for licensed establishments that want to protect their business, patrons and community by mitigating the risk of a drinking and driving incidence originating from their establishment."

Now, isn't that more responsible than the American Beverage Institute's approach to drinking and driving—responsible consumption—which amounts to parsing slogans?