Jupiler is the biggest beer brand in the land of beers: Belgium. Unfortunately, Belgium is also the land of drinking and driving. Clearly, the many drinking and driving campaigns in the past have had almost no impact. After years of such campaigns, Belgium still has one of the worst drinking and driving records in Europe, with 1 in 3 Belgians admitting they have driven under the influence in 2022. Jupiler wanted to leverage its massive reach and popularity to make an impact and become part of the solution. Since the long-term objective is zero alcohol related deaths on the road, we needed to take a first step in that direction.

We turned the Jupiler glass, the most iconic beer glass in the country of beer, into the crashed glass. A glass made from the shattered glass windows of cars involved in alcohol-related road accidents. With an important message: “Cars can get a second life. Humans can’t. Made from the crashed car of a drunk driver.” The glasses were distributed in bars across the country and reach beer drinkers at the place and time where they are most vulnerable to making a fatal mistake. At that place and time, the crashed glass shows the consequences of drunk driving, served cold. The crashed glass was distributed in bars nationwide. Serving as a behavior-changing device every time it is served.

Our strategy focused on targeting the right audience at the right time and place, addressing a gap in traditional drink-driving campaigns. Sure, on the road we see the devastating consequences of driving under influence, but the actual cause of the problem is situated somewhere else: in the bar. By serving our message – the crashed glass – to customers who had just ordered a beer, we succeeded in getting audience, time and place exactly right. Out-of-homes with the same impactful message were strategically placed near bars next to busy and dangerous roads. A 30 second launch film was aired throughout 2023 on national TV during Jupiler Pro league games, a key beer-drinking moment for consumers. Social assets on Meta enabled specific targeting, while a print ad in AutoTrends, a leading car magazine, heightened relevance. A custom PR box was sent to national policymakers and influencers to amplify our message.

The crashed glass was launched in March 2023, with a nationwide campaign. The crashed glasses travelled to bars across the country. In each bar they were used by bartenders when customers ordered their regular beer. They immediately grabbed the attention of customers, causing them to take in the message printed on the glasses: "Cars can get a second life, humans can't. Made from the crashed car of a drunk driver”. Coasters with a custom QR code encouraged people even more to change their consumption by offering a free Jupiler 0.0% as a positive alternative to alcoholic drinks. Following the success of the initiative, bar owners nationwide decided to use these glasses permanently in their bar, continuing to inspire a behavioural change every time a beer is being ordered.

Our campaign achieved widespread recognition, with 63% reach attributed to paid media channels and an additional 2.4 million Belgians engaged through earned media. Beyond media metrics, there was also a noticeable difference on Belgian roads with 30% less people testing positive during national police checks in 2023. Additionally, there was a 25% decrease in self-reported instances of drinking and driving compared to 2022. Concurrently, sales volume of Jupiler 0.0% experienced an impressive 15.4% year-over-year growth during the campaign period, indicating a strong resonance with consumers. The decision by bar owners nationwide to permanently adopt the crashed glasses underscores the sustained impact of our efforts and the enduring influence of Jupiler's brand assets in promoting responsible behaviour.