CONTEXT 

Lockdown made app delivery services in Colombia rise by 220%, becoming the first ordering option for food and alcohol. Beer consumption at home has also seen a considerable increase. That is why Aguila, the most popular beer in Colombia, decided to create a Drink Responsibly at Home campaign.

IDEA

Eating while drinking alcohol is one of the ways to consume responsibly. We found in deliveries the opportunity to create a way of reaching people, called CRAVING SIXPACKS. When beer is ordered through delivery apps, people received the usual six packs of our beer, but this time disguised as the most iconic food packages (Hamburger, pizza, fried chicken) to make them crave something to eat at the exact moment they are about to be drinking. Each six pack comes with a discount to order food in the same app.

RESULTS 

- 6600 redeemed codes.

- 6MM impressions.

- 775% more people ordering food while drinking (Compared to average).