Telefonica Foundation : Beer for Kids

Brazil's Telefonica Foundation, which works to fight the abuse and exploitation of children and teenagers, created a product called 'Beer for Kids' to draw attention to the issues. Over a thousand packs of the fake beer brand, created by Y&R Sao Paolo, were placed in 20 supermarkets in regular beer point of sale aisles during the Carnival period in March, when beer consumption is high. The idea was to attract people's attention and highlight that there are 'some things that are not for children' - the message on the back of the packaging.