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)

This work is relevant to Direct Lions because we directly surprised the consumer at the point of sale through the product. The impact that the consumer receives is immediate, and the promotional item allows the interaction of consumer with the brand after the consumption of the beer. On the other hand, although there is an explicit call to action, the coolness of the idea achieved that all six-packs were sold.

Our target group are young people between 18 to 25 years old. Boys and girls who live in the most important districts of the city of Lima. They are irreverent and daring, who always want to live experiences to the limit. Many of them are college students or young professionals who have a very active social life. Always enjoy being with friends and they love to go to bars and clubs together. They travel together during summer weekends to beach cities, because that’s where they find their fun and parties. Their behaviors are typical millennial, therefore they are heavy users of social networks and enjoy publishing their activities and moments of fun with their friends.

Backus Ice, a beer of SabMiller Peru, needed an idea to activate the brand during the summer which will impact the young public in a strong and attractive way. Our challenge: showing that Backus Ice is present when they live experiences to the limit, and especially in their summer parties, more than 200 kilometers from Lima.

Every weekend around 10.000 people go by car or buses to the beaches near to Lima in summer. 40% of them are young people between 18 - 25 years old. They are our target group.