Advertise responsibly

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?