Cerveza Arequipeña’s Bottle Tiles
Cerveza Arequipeña , a Peruvian beer brand, launched a groundbreaking campaign called “Bottle Tiles” to address the critical issue of high UV radiation levels in Arequipa, Peru. The campaign ingeniously repurposed the brand’s own bottles into protective tiles, offering shade and awareness about sun protection to the city’s residents.
Campaign Overview
Problem :
Arequipa, Peru, is known for its intense sunlight and high UV radiation levels, posing a significant health risk to its inhabitants. Despite this, many people were unaware of the dangers and lacked adequate protection.
Solution:
Cerveza Arequipeña, recognizing the unique UV protection properties of its bottles, transformed them into tiles. These tiles were then installed on bus stops and bars across the city, providing much-needed shade and protection from the sun’s harmful rays.
Campaign Objectives :
Raise awareness about the dangers of excessive sun exposure in Arequipa. Position Cerveza Arequipeña as a socially responsible brand committed to the well-being of its community. Create a positive brand image and increase consumer trust. Drive sales and brand loyalty through innovative and impactful marketing.
Target Audience
Residents of Arequipa, Peru Beer consumers in Arequipa General public interested in sustainability and social responsibility
Campaign Execution
Bottle Collection and Processing: Used Cerveza Arequipeña bottles were collected and processed into tiles.
Tile Installation: The tiles were installed on bus stops and bars in high-traffic areas of Arequipa.
Public Awareness: The campaign included a robust public relations and social media strategy to inform people about the dangers of sun exposure and the benefits of the Bottle Tiles.
Partnership: Cerveza Arequipeña partnered with a local NGO focused on cancer prevention to provide additional information and resources to the community.
QR Codes: QR codes were placed on the tiles, linking to educational content about sun protection and skin cancer prevention.
Campaign Impact
Cerveza Arequipeña’s Bottle Tiles campaign is a prime example of how a brand can leverage its resources to address a critical social issue while enhancing its brand reputation. By combining creativity, sustainability, and social responsibility, the campaign created a lasting impact on the community and set a new standard for corporate citizenship.
Impact and Results
Bottle tiles campaign yielded impressive results, collecting 30,000 bottles and covering 40% of Arequipa . The campaign reached 70 million people, demonstrating its wide-reaching impact and community engagement.
Lessons Learned
Innovative Repurposing: The campaign demonstrated how creative thinking can turn waste (beer bottles) into something useful (roof tiles). It’s a reminder that unconventional solutions can yield practical benefits.
Dual Purpose: By serving both as educational tools (with cancer prevention information) and physical shields, the bottle tiles showcased the power of multifunctional design. Businesses can learn to create value beyond their primary offerings.
Local Relevance: The campaign was tailored to Arequipa’s unique context—high UV radiation levels. This localized approach ensured relevance and resonated with the community.
