I want to kick off this post with a quick question:
What everyday item does Beck’s (the beer) have within its iconic shield?
I had no idea either (if you did, you should pat your self on the back and then have a long hard think about how much time you’re spending in the pub).
Well the answer is… A key.
Leo Burnett in Serbia have used this icon to extend their; ‘When I drink, I don’t drive’ campaign. They have created a neat mobile app that judges your sobriety and calls you a local taxi if it deems you too worse for wear.
Clever branding, but I can’t imagine it will be used for what it was intended. The sweet part is that it calls the taxi for you but surely if you know (or even think) you’re over the legal limit you should just not drive as apposed to gambling your (and everyone else’s) safety on a frivolous app. Although I do think it’s already served as a nice bit of awareness… I’ve learnt Beck’s logo is a key.
Don’t drink and drive!