Jupiler is the biggest beer brand in the land of beers: Belgium. Unfortunately, Belgium is also the land of drinking and driving. Clearly, the many drinking and driving campaigns in the past have made almost no impact. After years of such campaigns Belgium still has one of the worst drinking and driving records in Europe, with 1 in 3 Belgians admitting they have driven under the influence in 2022. Jupiler wanted to leverage its big reach and popularity to make an impact and become a part of the solution. Since the long term objective is zero alcohol related deaths on the road, we needed to take a first step in that direction.

Everyone knows the Belgian beer culture is very strong. Within this beer culture, Jupiler takes a central role. With a 40% market share of beer in the land of beers, Jupiler is almost a synonym for Belgium. It is the default beer for anyone entering a bar, and the main sponsor of the Belgian national football team, the red devils.

Closely linked to Belgium’s beer culture, is also a beer glass culture. Belgian know their beer glasses, especially the Jupiler glass, the most familiar and iconic of all. So rethinking an object so closely linked to the Jupiler brand, definitely raised some eyebrows.

We turned the Jupiler glass, the most iconic beer glass in the country of beer, into the crashed glass. A glass made from the shattered glass windows of cars involved in alcohol-related road accidents. With an important message: “Cars can get a second life. Humans can’t. Made from the crashed car of a drunk driver.” The glasses were distributed in bars across the country and reach beer drinkers at the place and time where they are most vulnerable to making a fatal mistake. At that place and time, the crashed glass shows the consequences of drunk driving, served cold. The crashed glass was distributed in bars nationwide. Serving as a behavior-changing device every time it is served.

The Jupiler glass is a timeless design object and is used in almost every bar in the country to serve Belgium’s favourite beer. By replicating this beer glass using the broken glass from alcohol-related car accidents, Jupiler shocked their own customers into rethinking something they take for granted.

We worked with local artisanal glass makers to create the cracked effect and create each unique glass with its own story to tell. The hand-crafted glasses were used to replace the regular beer glasses in bars across the country. The tactile effect of the cracked glass, combined with the cracked redesign of the Jupiler logo and the confronting message on the glass, make for an uncomfortable and unforgettable experience.

The campaign was talked about in newspapers, on tv, and in every bar in the country. Reaching 63% of Belgians and earning over 30 million impressions.

Following the success of this campaign, bar owners nationwide decided to use these glasses permanently in their bar, to inspire a change in behavior for years to come. Turning Jupiler’s most iconic brand asset into a medium against drunk driving. Only one month after introducing the glass, sales of Jupiler’s nonalcoholic beer went up 15%. While extra sales were obviously not the objective of this campaign, it is a clear indication that the glass inspired a change in mentality.