Beers, as refreshing as they can possibly
be, do not have the same legal status as sodas, juices, or any other
non-alcoholic beverages. Indeed, since beer contains alcohol, they are
submitted to a special legislation. In France, the “Loi Evin” is regulating the
selling, the use of alcohol but also the advertising. For example, any kind of
advertising related to alcoholic beverages are forbidden on French TV. This
makes it harder for brands such as Heineken, which is famous for its TV
commercials.
Nevertheless, this constraint may also
represent a big opportunity for brands. They can respect the law, improve their
image and have a big impact on their sales, and all of that at the same time.
This “miracle” only requires creativity. This was the case of the Antartica
beer during the 2013 Rio Carnaval. In order to avoid drive accidents due to an
overconsumption of alcohol, Antartica and the organisational board of the
Carnaval had a brilliant idea: transform your empty beer can in a metro ticket!
This “beer turnstle “ idea allied advertising and prevention. And it has
succeeded since more than 1,000 people an hour took the metro during the
festival thanks to their beer can. Amazing, isn’t it?