Aguila - AB InBev Challenges Breweries Around the World to Curb Binge Drinking

Creative 120 Add to collection
MullenLowe SSP3 replaced beers branding with other companies like Uber and KFC to promote responsible drinking
Aguila - AB InBev Challenges Breweries Around the World to Curb Binge Drinking

AB InBev’s Aguila Beer, Colombia’s leading beer brand, has launched ‘The Beer Cap Project’, in partnership with some of the world’s most recognised brands to promote responsible drinking. 

Aguila Beer removed the logo from their caps and gave them to food, water and transport brands including UberEats, KFC, Papa Johns, the Hard Rock Café, Uber and Cabify so people could exchange the caps for free food, water or rides home. 

The campaign launched in Colombia and now Aguila Beer is taking the movement global. Billboards have popped up in various locations around the world asking brands such as Heineken, Miller, Asahi, Guinness and Pilsener to yield their caps to non-alcoholic partners to help consumers drink responsibly.

Thor Borresen, marketing VP for AB InBev Colombia said: “AB InBev are totally committed to leading new initiatives that aim to highlight the responsible consumption of alcohol that truly bring about real societal change. For ‘The Beer Cap Project’, we wanted to take advantage of Aguila’s strength in Colombia to reach leading beer brands around the world and promote a universal message to educate people to consume alcohol responsibly.”

Carlos Andrés Rodríguez, chief creative officer at MullenLowe SSP3 said: “Each year, the beer industry spends billions of dollars to promote responsible drinking, but binge drinking is still a huge problem around the world. Experts have found that consuming water while out, eating and going home earlier are all ways to drink responsibly, so we wanted to do something that has never been done before and remove Aguila’s logo from the caps and give this space to other brands.”

MullenLowe SSP3 received AB InBev’s first two Lions in Colombia last year for their ‘Abuse Disclaimers’ campaign. Together with Zenith and Dattis, MullenLowe SSP3 launched the campaign in Colombia, Amsterdam, Milwaukee, Tokyo, Dublin and the Czech Republic. 

Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.
MullenLowe SSP3

CEO: Francisco Samper

Chief Strategy Officer: Carolina Mejía

Chief Operations Officer: Juan Pablo García

Chief Creative Officer: Carlos Andrés Rodríguez

Creative Directors: Juan David Pardo and Diego Alejandro Muñoz

Art Directors: Julián Olivares, Laura Arcila, Diego López, Juan Camilo Contreras, Juan David Monroy

Copywriters: Melissa Reyes and Daniela Kopp

Business Director: José Manuel Hoyos

Account Executives: Jennifer Boshell, Sebastián Salazar Silva and Sebastián Castillo

Earned Media Specialist: Daniela Rodríguez

Planner: Manuela Roa

Zenith

Media Account Director: Andrés Camilo Alvarado

Planner Senior: Jenny Gómez

Dattis

CEO: Andrés Ortiz

Vicepresident: Camila Gómez

PR Marketing Director: Gabriela Sarmiento

PR Marketing Analist: María José Correal

Aguila Beer

Brand Manager Director: Miguel Merino

Brand Manager: Ana María Ordoñez

Brand Manager: Juan Alonso Torres

Project Manager Lead: Sara Donado

Project Manager, Digital Products: Santiago Osorio

Back End Developer Specialist: Freddy Benavides

Web Developer: Sergio Bernal

Categories: Beers, Alcoholic Beverages

MullenLowe Brasil, 6 months ago