The Aguila Beer brand disguised itself as fast-food packaging to encourage people to drink responsibly
Home delivery of alcohol has been surging whilst people are in lockdown, but people ordering in bulk don’t always consume it responsibly. In Colombia, beer brand Aguila Beer tried to tackle the problem with a packaging solution encouraging people to eat at the same time.
In partnership with Rappi, the largest food delivery app in Colombia, Aguila is delivering six-packs disguised in fast-food style packagings, such as a cheeseburger meal, pizza or fried chicken. The idea is to trigger a food craving just as people prepare to drink, in order to make sure they eat something as well.
Each six-pack also contains a discount coupon for Rappi. The campaign, by MullenLowe SSP3, is being promoted on social media with ads for Aguila Beer disguised as ads for fast food using the #ResponsibleCraving (#AntojoResponsable).
“With sales of Aguila Beer on Rappi rising by 33 per cent in May alone, we wanted to encourage responsible consumption of alcohol at home,” said Miguel Merino, marketing director for Aguila Beer, in a statement. “By putting the idea to eat whilst drinking right in the hands of our consumers, we hope to get people’s attention and change their behaviours in a disruptive way.”