Today, young people are not interested in consuming alcoholic beverages responsibly. Still, the global beer industry spends billions of dollars trying to change a behavior these young people don't want to change for one simple reason: When they party, they just want to have fun. How can we get young people to consume alcohol responsibly and have water between drinks, eat while partying, and go home early? We realized that the solution was right on top of our product, in our caps. So we removed the logo from our caps and gave that space to chain restaurants, water brands and transportation companies. Each cap had prizes like water, snacks, and free trips home; The catch was that these prizes could only be redeemed from 11:30 PM to 3:00 AM - the hours that young people normally party. The campaign was so successful that they decided to hand over the initiative to the global beer industry.