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