On March 20 Brazilian supermarkets exhibited on the shelves of alcoholic beverages these beer packs for children, "Beer for kids", in a container that aims to attract the attention of the smallest, with bright colors and the typical drawings of children's characters that we would find in any container of chocolates, cereals or juices.
And that also attracts the attention of the elderly, who suffer a clash between what is expected to be intended for adults and that product whose receptors are small. But what is hidden behind Bilu Bilu, this children's beer?
The Carnival era in Brazil produces the moments of greatest joy, dance and debauchery. Although it is also when more alcohol is drunk and when more child abuse occurs. Therefore, the Telefónica Foundation commissioned a campaign against child exploitation focused on the sale of a beer for children.
It was the Young & Rubicam agency that has carried out this social marketing campaign to raise awareness about child exploitation and abuse. The idea was to sell a special beer brand for children with the message “Some things are not for children” and inviting people to report cases of child abuse by contacting a hotline of the Division of Child Protective Services in Brazil.
Of course, the issue of child and youth exploitation is a complicated and delicate issue as to how to make it public and raise awareness about its existence. The agency opted for this way away from the hard, subtle, respectful and above all effective images to draw attention to the subject.
Of course, the beer was fake. And although it can be thought that the offer of this beer can have a counterproductive effect, by encouraging children to drink like the elderly (in the same way that has happened previously with a cava for children), I want to think that the main recipients of the product They are adults, when placed in the alcoholic beverages section.
Even so, some child probably saw these flashy containers wondering what it was or asking directly (and whoever goes to the supermarket with the children will know what I am talking about), but that also makes it possible for parents to focus their attention on this supposed children's beer.
And meet the message that "Some things are not for children", as well as sex or work. An effective impact is achieved through images that move away from crude realism in a campaign that marketing agencies describe as ingenious and successful.
Alongside this campaign, another one was launched that focused on denouncing child abuse, using pizza boxes containing a lollipop attached to the lid next to the words "A stranger has offered you this lollipop. But I could have offered it to a child." The campaign was complemented with spaces on television.
We hope this children's beer to denounce the exploitation of children has had its effect on the substance of the issue: a complaint of cases of child abuse and a reflection on that reality. So far, they have captured the attention of the media in the same way that it did with those who came to buy drinks at Carnival.
