The Beer Cap Project

Despite brands’ best efforts, young people don’t care about responsible drinking ads. That is why the global beer industry squanders money every year trying to change behaviour. So how do you encourage a young audience to eat before drinking, drink water while partying and go home earlier? The answer was right on top of the product. AB Inbev removed its logo from bottle caps and offered that space to food chains, water brands and transportation companies to place their logos.