Aguila: The beer cap project

Colombian beer Aguila created an initiative to promote responsible drinking among young people, reduce harm from binge drinking and grow brand affinity, favourability and association.

Objectives

  • 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...