Situation: Arequipa - Peru has the highest UV radiation on the planet, but citizens are unaware. They spend too much time walking under the sun and doing daily activities on the streets without shadows.

Brief: Arequipa suffers an extreme issue, UV radiation. How can their iconic beer brand do something to face the problem?

Objetives: Create an innovative solution, generate awareness about sun issues and position the brand in people’s mind as a brand that cares for it’s product and it’s people.

+30 000 recycled bottles

40% of the Arequipa region covered

+70MM people reached

$2MM earned media coverage

As a company, we have a purpose of building a better world; during all these years, we have protected the flavor of Arequipa, using UV light in our bottles; inspired by that, we are now protecting our people.

First, the issue is very cultural; Arequipa - Peru, suffers the highest UV radiation level due to its geographic ubication, dry weather, the city's height, and ozone depletion. For example, its radiation level is 10x more times than Inglaterra.

People in Arequipa walk long hours under the sun to take a bus, and young people walk 3 hours to school. They usually eat and do daily activities on the streets without shadows.

Cancer cases doubled in 2022 vs. 2021.

Something important, Arequipeña Bottles also have high UV protection (400-UV) compared to other beer bottles.