Cerveza Aguila: Live Responsibly

Carolina Mejia, Jose Manuel Hoyos, Jane Dorsett

Cerveza Aguila, a beer brand, used its packaging to encourage people in Colombia to drink responsibly by promoting three key behaviours.

Campaign details

Brand: Cerveza AguilaBrand owner: Anheuser-Busch InBevEntrant company: MullenLowe SSP3 Bogotá,Idea creation: MullenLowe SSP3 Bogotá,Market: ColombiaSector: Beer & ciderMedia channels: Online display, Outdoor, Out-of-home, Packaging & design, Programmatic display, Radio & audio, Social media, Websites & micrositesBudget: 500k - 1 million

Executive summary

Cerveza Aguila taught Colombians to drink responsibly, encouraging three key behaviours (eating before drinking, alternating alcoholic and non-alcoholic beverages, and taking public transportation), in a fun way, using its packaging as the main medium.

For the ‘Beer Cap Project’, Aguila gave up...

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