BBDO Belgium and Jupiler launch The Crashed Glass

One in three Belgians sometimes drive under influence, according to a study done by AB Inbev in 2022. 

In response to those confronting figures, Jupiler is now launching a campaign with BBDO Belgium showing the dangers of driving under influence in a very tangible way, and points to the non-alcoholic alternatives available today. 

Jupiler does not opt for a traditional campaign this time, but instead created an object that could not have been closer to the target group. Consumers are surprisingly sensitised at the place of consumption: namely at the pub, right in their hands. The glass shows a clear message: cars can get a second life, humans can’t. When driving, drink 0.0%.

Jupiler toured bars in Belgium with the new beer glasses, to put the harsh reality right under the noses of beer lovers. An online platform shows the reactions of pub-goers when holding one of the unique glasses. Because drinking beer from a glass made from a crashed car, is thought-provoking.   

To bring the subject to life among the target group and in the media, journalists, influencers, ministers and relevant opinion leaders were sent one of the glasses. While the general public discovers their story through TVC, social video, in print ads and on billboards.