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Cold Beer and a Coaster that Shocks in Cold Blood…

 

Posted on September 24, 2008
Stéphanie Schleich

 

Guiness has joined the fight against alcohol abuse. A few weeks ago, our French blog wrote an article about some Guiness door mats that were meant to show how the average drunken bar customer falls out of the bar on his/her way out. Check the pictures out here. Pretty funny, aren’t they? Well, when you see the new campaign against drunken driving that is taking place in India, I’m sure you’ll ask yourself whether the famous beer brand’s message about alcohol abuse was really that effective and whether it was shocking enough to change our drinking habits.

It’s true that to really reach a target audience, you have to lie in wait until the target is in the right place at the right time. The Mumbai Police understand this marketing rule perfectly! That’s why, with a little bit of support and imagination, this police force was able to successfully get people talking and to draw attention to the problem of drunken driving.

The scene unfolds in three stages:

1. A coaster with a picture of a young woman is placed on the bar, patiently waiting for someone to put his/her beer on it.

2. A cold beer, or cold glass, is placed on top of the coaster.

3. Some water from the side of the can or glass falls onto the coaster, forming that famous coaster “ring.” This water brings red ink out of the coaster. The red ink appears on the young woman’s face, making it seem as if she is bleeding.

The hard-hitting message is: "Just a reminder: Drunken driving kills."

This is not the first time that the Mumbai police campaigns have gotten attention. Last March, the Mumbai police got people talking worldwide about their poster campaign, seen here below:


Add This

Sources:
- Article on culture-buzz.fr
- Colors of Ads
- Adapted by Jessica Hartstein


 

Comments

1. Friday 26 September 2008 attime 00:03, by Matthieu :: http://blog.existenz-prod.com

Hi, Your article was mentionning an ad by Guinness, wasn’t it ? In the meantine, Heineken’s French web site (http://www.heineken.fr/) is still off. Read the story here (in French, sorry...)

Thanks !

Matthieu

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