AB InBev launches The Beer Cap Project for Aguila
AB InBev has launched a responsible drinking initiative which allows other companies to put their own branded caps on bottles of Aguila beer.
The brands involved in the initiative, named The Beer Cap Project, include Uber Eats, KFC, Papa John’s, the Hard Rock Café, Uber and Cabify.
As part of the project, each offers discounts on products and services and these in turn are designed to help consumers make responsible choices while drinking. This could mean that ordering food to combine with their beer or booking a cab home rather than driving themselves could all contribute to safer behaviour while drinking.
The campaign, which was devised by MullenLowe SSP3, positions all the participating brands as virtuous by offering services which will mitigate the effects of alcohol – namely food, water or transportation.
MullenLowe SSP3 chief creative officer, Carlos Andrés Rodríguez via COTW (Campaigns of the World) highlighted: “Each year, the beer industry spends billions of dollars to promote responsible drinking, but binge drinking is still a huge problem around the world. Experts have found that consuming water while out, eating, and going home earlier are all ways to drink responsibly, so we wanted to do something that has never been done before and remove Aguila’s logo from the caps and give this space to other brands.”