The Beer Cap Project

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This is Luv, and here’s your weekly Marketing Shot :)

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I recently came across a campaign that completely changed how I look at “drink responsibly” messages.

We’ve all seen those lines at the end of alcohol ads – Please drink responsibly. 

They’ve been around forever. They tick a box, but let’s be honest, do they really change behaviour?

Aguila, Colombia’s leading beer brand, decided to try something different. Instead of simply reminding people to behave responsibly, they created a way to make it happen.

They stripped their own logo off the bottle caps and replaced them with the logos of brands like KFC, Papa John’s, Uber and Cabify. 

These weren’t just logos though,  they were vouchers. With every cap, customers could get free food to soak up alcohol, free water to stay hydrated, or even a ride home to avoid drunk driving.

Smart, right?

It worked because it tapped into the three things that actually reduce risky drinking – eating, hydrating, and leaving before it’s too late. And it didn’t stop at Colombia. Aguila went global with billboards directly calling on giants like Guinness, Heineken, and Miller to join in.

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That's a wrap for today! Stay tuned for the next edition.

Thanks,
Luv