How do you talk to the youngsters like a friend would?

Why not use slang? With this insight, the creative team took the Brazilian slang “CHAMAR O UGGO”, which mean “vomiting”, quite the same way as the expression ‘to call Ralph’ came to mean “throwing up” in English, and created the Campaign’s line “UGGO Não” (No Ralphing). With this approach we got the youngsters attention.The next step was to help to make them change their attitude but avoid exaggeration. So we created innovative ambient media actions that worked as tools and reminders to make them drink water, eat a little something and prevent themselves from calling uggo and missing the party.

Government appraisal and ABRABE’s (Brazilian Alcoholic Beverages Association) endorsement. (One of the campaign’s main objectives was to look good with policy makers.) The brand image attribute “The brand cares that I drink with responsibility” increased 23% (from 46% in Q32007 to 57% in Q42007) – Source: Brand Tracking Study.