Cannes Lions

The Beer Cap Project

MULLENLOWE SSP3, Bogota / ABINBEV / 2020

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Overview

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Overview

Background

Despite the efforts, young people don’t care about responsible drinking ads. That is why the global beer industry squanders thousands of billions every year trying to change a behaviour that the young ones still express for one single yet powerful reason: when partying they just care about having fun.

Objetives

• Lower excessive alcohol consumption in local and global markets.

• Teach young people that all they have to do to drink responsibly is: drink water, eat while drinking and go home earlier.

• Lower the high rate of fights and deaths in New Year’s Eve caused by binge drinking.

• Make a positive change in the behavior of our consumers so that they could identify habits related to excessive alcohol consumption and know how to avoid them.

• Increase by more than 5 points our brand affinity, favorability and association indicators.

Idea

So, how do we encourage the young ones to eat before drinking, drink water while parting and go home earlier? The answer was right on top of our product.

We removed our logo from our bottle caps and offered that space to food chains, water brands and transportation companies to place their logos.

All those caps could be exchanged, only during party hours, for free items such as food, water and rides, inciting people to live responsibly.

Strategy

Despite the efforts, young people don’t care about responsible drinking ads. That is why the global beer industry squanders thousands of billions every year trying to change a behaviour that the young ones still express for one single yet powerful reason: when partying they just care about having fun.

Execution

The beverage industry plays a major role in the prevention of excessive alcohol consumption and the risks of alcohol abuse. and the risks that come with it, and they have a moral duty to help reduce the numbers of people to help reduce the number of deaths and accidents caused by this problem. For this reason, Aguila, one of the most valuable beer brands in the world, that celebrates Colombian identity and encourages everyone to be at their very best, is ow fighting this problem in a way that would generate a real and measurable change of behavior, reflecting its brand purpose and values: authenticity and enjoyment of life.

Outcome

10 local brands joined the initiative

6 global brands joined

72k combos enjoyed at midnight

31k bottle of waters

47k safe rides home

150k reedemed caps

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