We decided to surprise consumers with awkwardness by using something that should not be part of a child's life: alcoholic beverages. In this case, beer.We created a beer with a name, a label, 6-pack, targeting younger audiences and we placed it in key beer points-of-sales at that time of the year when its consumption increases around the country. The message warned consumers that children must be kept distant not only from alcoholic beverages, but also from abuse and exploitation.

The activity took place in 32 supermarkets of the main retailer in Brazil (Grupo Pão de Açúcar).1,792 packs and 10,752 bottles were used.More than two million people (2,109,000 estimated) were impacted and the number of incoming calls to the dedicated helpline increased 26% in comparison to the previous year.