One in three Belgians sometimes drive under influence, according to a study done by AB Inbev in 2022. In response to those confronting figures, Jupiler launched a campaign making the dangers of drinking and driving very tangible. And pointing to the non-alcoholic alternatives available today.
And it did not become a traditional campaign. Instead, consumers were confronted at the place of consumption: at the pub, right in their own hands. With a beer glass made using the shards of broken windows from alcohol-related car accidents. The message: cars can get a second life, humans can’t. When driving, drink 0.0%.
Jupiler toured bars in Belgium with the new beer glasses, to put the harsh reality right under the noses of beer lovers. An online platform shows the reactions of pub-goers when holding one of the unique glasses. Because drinking beer from a glass made from a crashed car, is thought-provoking.
To bring the subject to life among the target group and in the media, journalists, influencers, ministers and relevant opinion leaders were sent one of the glasses. While the general public discovers their story through TVC, social video, in print ads and on billboards.