Cerveza Salta: Rugbeer

Are you strong enough to tackle this?

Published on Jun 11, 2012

Editor's Pick

Targeting rugby fans in the north of Argentina (where the sport is more popular than soccer), local beer brand Cerveza Salta created a vending machine that you had to rugby-tackle to get a drink out of.

Created by Ogilvy & Mather Argentina, the machine was specially developed to only release a beer when a certain amount of force was applied, and boasted other rugby-related features, such as fake 'wet grass’' around it. The machine toured the region, and the beer brand experienced a 25% sales uplift in bars where it was used.

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Jun 11, 2012
Ogilvy & Mather Buenos Aires
Cerveza Salta

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