We converted our packaging into a sleeping bag for the beach. During summer, it is common that the youngsters of Lima go to bars and clubs far from the city, where the parties can be extended to the next day. Therefore, we launched in convenience stores a special edition of packaging that keep the beers cold and allow you to sleep warm after those parties which only the tiredness can stop. A light, easy and practical solution that also prevented young people from the risk of driving or taking unsafe cabs back to Lima.

The first step of the campaign was to conceptualize a prototype of packaging, which would enable the transport and conservation of the cold beers with the practicality of turning into a light and comfortable sleeping bag. Subsequent to that, we produced 2,600 units of packaging for 2,600 six-packs. (February 1st to 28th 2017).

The first two days of March, we distributed the packaging in 50 convenience stores in 5 beach cities near to Lima, to surprise the target when they bought their beers that weekend. (March 1st to 3rd 2017).

Between Friday and Saturday of the first weekend of March we sold all packaging at the regular price of the six-pack. That means 2,600 young people had a sleeping bag after the party and that many more learned about the brand. (March 3rd to 5th 2017).

2.600 six-packs sold on a weekend

More than 50.000 people impacted by the campaign (activation and social media)