The campaign was intended to communicate and generate awareness about the dangers of drinking and driving in an innovative way. We wanted to reach our customers and to generate awareness in an effective and powerful way. And, that this message reaches our customers at precisely the right time.

That’s why we took our product and changed the traditional caps for ones made from recycled metal taken from vehicles involved in car accidents caused by drunk drivers. Each one transmitted a very clear message, e.g., “Before I was the trunk of a car. If you drink, don’t drive.”

Our direct message reached 50,000 people through our limited edition in bars, the most important POS, and with Street activations where the brand promoters told everybody about the campaign and handed out bottles of the limited edition in selected bars throughout the country.

To achieve our goal, we created a limited edition of OtroMundo Car Caps. We took our bottles of beer and replaced the traditional caps with a limited edition made from recycled metal from vehicles involved in car accidents caused by drunk drivers. We took off the doors, trunks, hoods and roofs, and recycled them into sheets of tinplate, which were then used to produce the limited edition of 50,000 caps. These caps transmitted a very clear message, e.g.: “Before I was the trunk of a car. If you drink, don’t drive.” Each bottle of OtroMundo had a collar which explained to the customer where these caps came from and reinforced the importance of generating awareness with the following message: “Life is not recyclable. If you drink, don’t drive.” By doing this, we were able to create to create awareness just at the right moment, just before people start to drink.

50,000 bottles were distributed in bars and POS in the main cities of the country. To help the campaign, PR Packs, with the limited editions, were sent to the opinion leaders who published the news and talked about the campaign, achieving a wider spread without investing in T.V., newspapers, Radio, and Twitter. So, in this way, we achieved an excellent result by generating awareness about responsible drinking.