SAB Miller India / Foster's: Coasters

Drinking & driving don't mix.
SAB Miller India (the official distributors of Foster's beer in India), as a part of their Corporate Social Responsibility campaign, wanted to communicate the hazards of drinking and driving, in an entertaining and memorable manner, at all their key accounts (pubs), across all major metros in India. We created a set of coasters with pictures of cars printed on them and placed them at all major pubs that served Foster's beer. At first glance they appeared to be normal coasters, until you placed your mug of Foster's on them, that is. When you did, the magnets concealed under the mug and the coaster repelled repelled each other (thanks to the opposite polarities) After recovering from their initial surprise, the TG saw the message - 'drinking and driving don't mix', printed on the mugs. This point of-sale activity effectively communicated the proposition right at the point of consumption. Generating a lot of word-of-mouth and communicating the basic message in an entertaining yet relevant manner.

Advertising Agency: OGILVY & MATHER Bangalore, India
Chief Creative Officer: Piyush Pandey
Creative Directors: Malvika Mehra, Amit Akali, Deepak Joshi
Copywriter: Manoj Jacob
Account Supervisor: Soju Varghese
Art Director: C Ravikumar
Production: V Sundar, B S Srikanth

8 comments

morse's picture
morse
16005 pencils

Very cool idea.

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Guest's picture
Guest

Hats off Piyush Bhai

houqiaoli's picture
houqiaoli
60 pencils

cooooool.......i love it

Guest's picture
Guest

"and the coaster repelled repelled each other (thanks to the opposite polarities)", What a load of Shit. Opposite polarities attract each other; stupid idiot scamster.

Guest's picture
Guest

Agree! Scam alert!!!!!

Guest's picture
Guest

Ad might be fake, but the lion ain't.

Guest's picture
Guest

piyush who???

Guest's picture
Guest

Good Stuff Manoj. Way to go!!

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