Cerveza Aguila: Abuse Disclaimer Case Study

There is a law in Colombia that warns of the potential dangers of alcohol consumption. Every advertisement that features an alcoholic drink must have the disclaimer: "Excessive alcohol consumption is harmful to your health." On International Women's Day, Cerveza Aguila, the most valued beer brand in Colombia, decided to deliver a forceful statement against gender violence. The disclaimer included in all of its ads aired both on radio and TV during March were read out by real victims of gender violence who also told their stories.
Agency: Mullenlowe SSP3
In one week, the campaign was picked up by the biggest newspapers and radio stations in Colombia, such as El Tiempo, El Espectador, Caracol Radio and La W resulting more than two million impressions. The campaign also sparked conversation on social media – primarily on Twitter – where big local influencers such as the most prominent cartoonist in the country, ‘Vladdo’, and his famous character, ‘Aleida’, shared the video reaching around 10 million people and generating more than 16 million impressions.