As if though we need one more excuse to drink…

While the world collapses around us here in the States, New Zealanders are kicking back, enjoying life, and catching some surf. Right? Wrong. They are dealing with their own set of problems too. A sand drought (gasp!). Apparently, those pesky grains you keep finding in random body parts days after going to the beach are used in everything from construction to pharmaceuticals (weird). The demand is such that two-thirds of the world’s beaches are retreating.

DB Export, a Kiwi Brewery, took note of this, and the fact that one-fourth of beer bottles never make it to recycling centers and instead end up in landfills. The result? They rolled up their social-responsibility-sleeves and said “We got this”.  The brand developed a fleet of Beer Bottle Sand Machines that lets drinkers instantly turn their beer bottles into 200 grams of sand substitute in just 5 seconds, which will later be donated to one of New Zealand’s biggest producers of bagged concrete.

And how valuable is doing something good, if no one sees it, right? Which is why drinkers can also document and share the footage of their environmentally-friendly activity thanks to an in-built web camera.

It’s rare when a brand can triangulate efforts that solve an environmental challenge by increasing their product’s consumption. It’s even rarer to have it be done through such an out-of-the-box-use of tech.

Now, if we could only develop tech that puts Donald Trump to sleep for an hour for every beer bottle that is drunk…Something to work towards, People!

Why It’s Hot

  • It’s SO smart to line up brand engagement and consumption with a noteworthy social cause
  • DB Export was able to connect seemingly unrelated topics (sand drought and beers) to solve a brand and a social challenge
  • Activation enables consumers to feel good, and do good, just by drinking a cold one