Guerilla, Street & Viral Marketing
Retail, POP & Merchandising
Social Media
A study by the National Traffic Department in 2021 showed that 62% of traffic deaths in Brazil are caused by drunk driving. And the wake-up call: the main victims are young people. In light of this, Mindubier asked Propeg for more than a campaign to raise awareness – it wanted a way to actually help young people (18-25 years old), its principal customers, not drive when they drink Mindubier. The idea arose from a simple observation and product analysis. We noticed that the bottlecap looks like a coin. So, we thought: why not turn the bottlecap of every bottle of Mindubier into an actual coin to help pay for a taxi? That’s how beercoin was born. The design for Mindubier’s coin was printed with a value of 1 real on every bottlecap.