Due to the global glass shortage, Pilsen, the number one beer brand in Peru, found it necessary to turn its best-selling bottle into a returnable one. However, Peru lacks a culture of bottle returns, as this new habit has only been implemented for a year. Therefore, to incentivize it, Pilsen made a business decision: to reward returnability. For every bottle returned, 50 cents are saved for the next one; meaning that for every 5 bottles returned, the 6th one is free. However, this incentive alone was not sufficient. We needed to generate awareness about returnability and the benefits it brings. Therefore, we introduced this concept in a popular manner to increase the number of returned personal-sized bottles and raise awareness about the returnability and the savings it generates.

Instead of focusing on returnability, we decided to highlight the benefit it brings: saving money. But, how could a beer brand talk about savings? We needed the help of an expert. That is why we collaborated with BCP, the largest bank in the country, and together we created BCPilsen, a platform specifically designed to motivate returnability and saving among young people.

"We needed to generate a conversation among young people about the savings that come from returning beer bottles. That is why we did something no one expected: a collaboration between the leading beer brand and the country's biggest bank. The key message was as follows: The biggest beer and the most important bank unite to teach young people to return their bottles and save money.

On August 14th, 2023, the entire country woke up to a surprise: the "P" of every BCP bank sign was replaced by the iconic "P" of our Pilsen logo. Then, people were further surprised by another change: we replaced the "P" on our beer labels with the "P" of BCP. Hours later, we were ready to launch BCPilsen.com, a platform with different features specially tailored to encourage young people to return their bottles and save money. There, they found an online sitcom starring the most popular actors among their generation, a video game about savings and returning bottles, savings lessons that rewarded people with money after completion, and for the very first time in Peru, a bank extension that allowed friends to save together for a common goal.

Due to high engagement from the public, the campaign was extended for an additional month, ultimately running from August until mid-November.

#1 Trending Topic en Twitter (hoy X)

+400K $ en AdValue

+53% returned bottles compared to the first semester of 2023.

1 of 3 young people now know that the Pilsen bottle is returnable

+630K site visits

+29% in sales during the campaign

+550% return of investment