We had to create a beer for an atypical target that loved to express themselves. That’s why we created The One as a beer with a totally-consumer-driven movement that promoted freedom of expression. Social demographic studies called our target The Transformers. People that care enough about the world they live in that they actually do something to make it a better one.

Each label made a statement about something specific. Some spoke about the movement’s philosophy and beliefs while others attacked actual social problems such as violence, coastal cleanup, disaster reliefs and aid for the elderly through food drives such as Diana’s Cause; where a member of the movement wrote a letter with her desire to help a retirement home. Quickly the rest of the community agreed and the movement enacted on it. And while the bottle’s label did all this, the carriers made of recyclable materials also served as a medium to promote the movement’s next events, gatherings and private parties.

In the last label change more than 150 designs were sent with more than 2,000 comments and 16,000 votes. The beer is the 4th most sold in the Dominican Republic and The One positioned itself as a goodwill brand in everyone’s TOM. The site features more than 200 causes and 50 groups working on them. We just didn’t create a package design, but a functional channel of expression that started shifting society and even the environment.