Aguila: The Beer Cap Project

The AB InBev brewer has launched “The Beer Cap Project,” an initiative in which it’s letting other brands like Uber Eats, KFC, Papa John’s, the Hard Rock Café, Uber and Cabify put their own branded caps on bottles of Aguila.

Turns out it’s a responsible-drinking campaign. All the brands involved are food, water, or transportation brands. Food and water help mitigate the effects of alcohol, and brands like Uber and Cabify, of course, help you get home without driving after a night on the town.

What’s more, the caps offer discounts on products and services from the featured brands, making it more appealing to make good choices while drinking. This page shows the various caps and the offers underneath them.

The campaign was devised by MullenLowe SSP3.

“Each year, the beer industry spends billions of dollars to promote responsible drinking, but binge drinking is still a huge problem around the world,” says the agency’s chief creative officer, Carlos Andrés Rodríguez. “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.”

Credits
Client: AB InBev / Aguila Beer
Agency: MullenLowe SSP3 / Bogotá + AB InBev / Bogotá
Campaign: The Beer Cap Project
Awards: The One Show – Gold Pencil
Tags: beer Ads, Alcoholic drink, Alcohol advertising, alcoholic beverages, Alcohol ads, digital marketing, Best Alcohol Ads, Best Outdoor Ads