Beer Turnstile lets partygoers travel home free on Metro

Carnival in Rio is exuberant and outrageous. With two million people attending each day, Rio becomes a place where anything goes and alcohol flows. Drink-driving incidents increase by 50% during the period.

Carnival in Rio is exuberant and outrageous. With two million people attending each day, Rio becomes a place where anything goes and alcohol flows. Drink-driving incidents increase by 50% during the period.   To live up to their ‘Don’t Drink and Drive’ effort, Antarctica Beer decided to help carnivalgoers get home safely after drinking. To do this they created the ‘Beer Turnstile’ at metro stations which accepted (presumably empty) Antarctica beer cans as tickets.   All passengers had to do was scan the bar code on the beer can, and the turnstile unlocked. All the beer cans collected were then donated for recycling.  This effective campaign took advantage of a potentially dangerous behavior, and leveraged innovative technology to provide brand utility and promote safety.   The Beer Turnstile received an average of a thousand passengers an hour and the number of drunk drivers caught went down by 43%.

To live up to their ‘Don’t Drink and Drive’ effort, Antarctica Beer decided to help carnivalgoers get home safely after drinking. To do this they created the ‘Beer Turnstile’ at metro stations which accepted (presumably empty) Antarctica beer cans as tickets.

All passengers had to do was scan the bar code on the beer can, and the turnstile unlocked. All the beer cans collected were then donated for recycling.

This effective campaign took advantage of a potentially dangerous behavior, and leveraged innovative technology to provide brand utility and promote safety.

The Beer Turnstile received an average of a thousand passengers an hour and the number of drunk drivers caught went down by 43%.

BRAND UTILITY

Rather than just inter-rupting consumers’ lives, brands are increasingly looking to provide useful services or applications that give people something they actually need – without demanding an immediate return.

EVOLUTION OF SOCIAL

With the advent of always-on, ubiquitous internet access, and digitization, our actual and virtual lives are increasingly starting to blend into one.

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Beverage: Glen Rossie Rossi, Fucking Hell Beer, Coca Colla

“Glen Rossie has a tremendous whisky heritage and as we approach its 200th anniversary in 2014 we want to turn it into a global brand,” said David Birchall, chief executive of The Brand Cellar. Rossi signed up to become the face of the brand earlier this year, with Birchall claiming the rock legend can improve Glen Rossie’s success in overseas markets: “As ‘front man’ for the Glen Rossie brand, we believe he can help us reinvigorate sales not just in the UK but, as someone who has sold 118m records worldwide, overseas too.”

German Execs Win Rights to Best Beer Name Ever
An Upper Austrian village called Fucking, is the inspiration for a new beer called Fucking Hell. Yes, the common English term for surprise and/or frustration is now a brand name thanks to a German firm which has been granted permission by the European Union’s Trade Marks and Designs Registration Office to brew beer and produce clothing under the name.

A certain US soft drinks giant may disagree, but Bolivia has come up with a fizzy beverage it says is the real thing: Coca Colla. The drink, made from the coca leaf and named after the indigenous Colla people from Bolivia’s highlands, went on sale this week across the South American country. It is black, sweet and comes in a bottle with a red label – but similarities to Coca-Cola end there. One is a symbol of US-led globalisation and corporate might; the other could be considered a socialist-tinged affront to western imperialism. The first batch of 12,000 bottles, priced about $1.50 (96p) for half a litre, were distributed in the capital, La Paz, as well as Santa Cruz and Cochabamba. The familiar-sounding name and packaging may rile the Atlanta-based soft drinks manufacturer, but Coca Colla could also cause groans in Washington.
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Beverage: Coke vs “The Road”, RangTang vs Urban Dictionary

    an interesting addition to the Coke Happiness advertising collection. During the filming of the Viggo Mortensen movie The Road (opened quietly last year in the U.S. and then big in the UK), we are told the actors and crew took a a break during filming to create this Coke Happiness commercial. It’s entirely believable too. After all, Coke is just bottled chemicals. There’s no reason it wouldn’t taste “good” even after years inside an old, decrepit vending machine.

    RangTang Vodka Tainted by Slang Definition
    So a new orange- and tangerine-flavored extension from Proximo’s Three Olives brand — which already offers a “citrus” and an “orange” — faced a tough task in trying to find a name that could differentiate it in an overcrowded market. They came up with “RangTang,” described as “a delicious blend of imported English vodka and the bold taste of outrageously juicy oranges and tangerines.” And that sounds tasty enough, if you can get past the “English vodka” bit. The problem for Proximo — which also markets 1800 Tequila — is that RangTang has another, less appealing definition, according to Urban Dictionary (see second, original definition). One so awful, we can’t even think about typing it on this site.

      Viggo Mortensen Will Take David Cronenberg’s ‘Talking Cure’ (cinematical.com)
      Day 42 Drink: Three Olives Rangtang Vodka (lyke2drink.blogspot.com)

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      Alcohol: Kraken Rum Gets Integrated, Absolut Goes Logoless, puts you in the Band

      The integrated campaign for rum brand Kraken from Brooklyn-based agency Dead As We Know It includes these web films that bring viewers face to beak with the rum’s legendary namesake. The campaign also includes a web site, book and print components.
      kraken rum

      ABSOLUT Vodka Goes Logoless for a New Campaign
      ABSOLUT is going with the ever popular brandless branding for a new limited edition series of bottles. The Swedish vodka maker is going nearly labelless for new campaign against sexual prejudice. The bottles maintain their signature shape, with only a tiny removable sticker at the bottom to identifying alcohol content and volume.

      Absolut is one of the brands that some people think better understands the concept of branded content, and this new site for their “Rock edition” vodka bottle, called “You’re with the band”, is another proof of that: a documentary made by Danny Clinch on how’s the life of a rock band such as Wolfmother (site by Great Works)
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      Blue Moon Beer “Artfully Crafting” Billboards

      I am always a bit of a sucker for out of home “installations” or “ambient” media (call it what you will). It seems that Blue Moon Beer are playing up their art affiliations and “Artfully Crafted” tagline with this Manhattan billboard, cunningly designed to look like a brick wall adorned with paintings. The frames are real and look to have been stuck on over the bill. I wonder if they picked the odd location (28th/ Broadway next to the subway) to be at street level?

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      Let’s not forget that Blue Moon is not only beloved of artists, but also policemen (as served at the recent Beer Summit).

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      Branded Utility: Charmin, KFC

      After nearly a decade of providing free, clean public restrooms everywhere from state fairs to Times Square, Procter & Gamble Co.’s Charmin wants consumers to find their own — via a free mobile social-networking utility, SitOrSquat.
      sit-or-squat

      Need a Pothole Filled in Your City? Call KFC
      Don’t be surprised if you see Col. Sanders out filling potholes. In an unusual cause-marketing push, KFC is tackling the pothole problem in Louisville, Ky. in exchange for stamping the fresh pavement with “Re-freshed by KFC,” a chalky stencil likely to fade away in the next downpour.

      kfc-pothole

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      Packaging: Vintage Beer

      Lance Wilson sent Dieline some photos of some awesome vintage beer cans: “I have something I thought you all might find interesting. My friend/classmate Dan Becker and I were able to shoot a portion of an extensive beer can collection (2000+ cans) containing cans from the past 70 years or so. We have a set on flicker of 163 cans which was just recently featured on Design Observer. You can check it out here.”
      vintage-beer
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