Peru is one of the most affected countries in the world countries hit by COVID. From the first day in quarantine, panic shopping stocked out most of the country, with sanitary masks being the item sold out the fastest. This left grocers unprotected —owners of small convenience stores — who during 107 days of lockdown were never able to close their stores; serving thousands of customers with high probabilities of getting infected.

For the first time in 160 years, we surprised the whole country by removing our colors, special materials and finishings from our labels for a powerful mission: to save enough money to install a mask-making machine within our beer factory, in order to supply all grocers nationwide with masks till the end of the pandemic.

In a COVID context so saturated by information and people worrying about themselves, we had the challenge to capture everyone’s attention and make them ponder on being a more caring society to support those who are working out there to look after us, such as grocers.

We decided for the first time in 160 years, to remove the green from our traditional labels to send a message of solidarity. The money we saved producing a low-cost label allowed us to install a mask factory within our own brewery.

One significant label made thousands of people show their solidarity to others and made them more responsible when looking out for their own health and everyone’s.

We began by releasing one colorless label. The money we saved in production was used to install a mask factory within our own brewery, aiming to supply these to all grocers in the country till the end of the pandemic.

At the same time, our colorless label transmitted a powerful message: what are we doing for the people who care to look after us? With the help of a multi-platform campaign and a diverse group of key opinion leaders, we managed to capture everyone’s attention regarding grocers and got more Peruvians to ponder about what we’re doing to take care of ourselves from COVID and what are we doing to take care of others

57’000,000 labels all over the country

More than 1’000,000 face masks delivered

21’573,205 free press

97% positive sentiment. The best in Pilsen’s history

+10% in sales in COVID times