Transforming our Bottles into Tiles, and setting them up in places around Arequipa surprised many citizens because these tiles gave them a complete experience of protection, awareness, and, finally, a call to action to schedule a skin cancer test close to them. These installations caused too many positive reactions and became a local symbol of taking action on the issue.

Situation: Arequipa in 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 and also generate awareness about sun issues. Also, to position the brand in the minds of the people of Arequipa as a brand that cares for its product and people.

Arequipa, Peru, is the city with the highest UV radiation level in the world, and citizens are unaware. They spend too many hours doing daily activities under the sun. The bottles of the city’s regional beer, Arequipeña (Part of AB InBev) are made with 400-UV protection to protect the beer from sunlight.

We convert the bottles into tiles, to create roofs that protect the local people from sunlight. We set up the Bottle Tiles on bars and bus stops across Arequipa.

Scanning the tiles, people got tips to protect themself from the sun and schedule a skin cancer test in alliance with an NGO.

Focusing on our pillar of building a better world, "Bottle Tiles" addresses two key edges for the brand, Arequipa consumer protection and recycling as a construction tool. For those who don't know, Arequipa has the highest UV radiation in the world, which is why the brand decides to fight against this constant threat, offering protection spaces through its own recycled bottles, which have UV protection that protects the liquid. In this way, each Arequipeño who feels exposed can approach our "Bottles Tiles" to prevent UV radiation from attacking the skin. This has a component to help those who spend most of the day abroad and aims to be taken to rural areas where field work requires hours under the sun.

During March, we were producing the Bottle Tiles, and first days of April, we set them up across Arequipa, in the areas where the sun is threatening, like Mollendo, Yanahuara, Mejía, and others; all of them were local communities inside Arequipa. We launched the campaign on social media on April 3.

We are working to make it bigger during the year, producing more Bottle Tiles during 2023, using leftover and recycled bottles.

+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.