Aguila: Abuse Disclaimers

Carolina Mejia, Annabelle Butler, Jane Dorsett

Beer brand Cerveza Aguila repurposed its TV and radio health disclaimers to raise awareness of the dangers of excessive alcohol consumption and alcohol-fuelled violence on International Women's Day in Colombia.

Campaign details

Brand: AguilaBrand owner: AB InBevAgency: MullenLowe SSP3Market: ColombiaIndustries: Beer & ciderMedia channels: Radio & audio, Television, Websites & micrositesBudget: 0k

Executive summary

Studies show there is a strong link between excessive alcohol consumption and domestic abuse, rape, even homicide. In most cases, the victims are female.

In Colombia, it's mandatory for alcohol brands to carry a disclaimer on their advertising that warns of the health dangers of excessive alcohol consumption, but their effectiveness is in question as a mere footnote to the ads.

On International...

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