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 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.

Summary of the work

So, how do we encourage the young ones...

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