PROBLEM: In Europe, drunk driving causes 25% of deaths among 15-29 yo teenagers. And classic ‘don’t drink and drive’ campaigns have no effect on this age group.
INSIGHT: Nothing like spotting smashed-up cars on Saturday night prevents you from drinking and driving.
We will create a special edition beer, the first beer that keeps you from drinking when you have to drive. How? Thanks to its unique pack made of smashed-up car metal.
The testimonials won’t be neither influencers or VIPs, but real survivors of alcohol related accidents.
The Survival Beer will be distributed totally empty.
Because alcohol and cars must always be kept apart.