Wednesday, February 20, 2013

In Austria, beer bottle labels stop drink driving through free rides home

It’s only been a couple of weeks since we wrote about Brazil’s Beer Turnstile initiative, which helped drunken revellers get a free ride home in exchange for their empty beer cans. Now another campaign has come up with an equally innovative solution, replacing the traditional label on bottles of Stiegl beer with a free public transportation ticket. Developed by design firm Demner, Merlicek & Bergmann, the concept was implemented in Salzburg, Austria, at Christmas time – when people are more likely to be in the party spirit and drinking a bit more than usual. Rather than the typical label wrapped around its seven percent Bock beer bottles, Stiegl attached a ticket for use on the city’s public transport systems. The idea was that consumers would be encouraged to take a safe journey home instead of getting behind the wheel. Much like the Rio carnival campaign, the campaign not only helped to save lives but also promote Stiegl as a socially responsible beer producer. Are there other ways companies can build their brands while also doing good for society?

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