A quest to make The Simpsons' Duff Beer environmentally responsible

Cannes Lions-winning product idea Eco Six Pack Rings is now a reality—but it wants to be a part of pop culture too

Published On
Dec 17, 2019

Editor's Pick

Today marks The Simpsons’ 30th birthday (moment of silence for fans to feel old right here). The first episode, titled “Simpsons Roasting on an Open Fire,” debuted on Fox on December 17, 1989. As we’ve followed Bart, Homer, Lisa, Marge and Maggie over the decades, the show has been a vital part of pop culture—commenting on current events and even making successful predictions about the future.

One company is hoping that The Simpsons’ cultural cachet will also help to save the environment—by making Duff beer more eco-friendly. Eco Six Pack Ring, aka E6PR, the Cannes Lion-winning product idea formerly known as Edible Six-Pack Rings and created by agency We Believers, has already begun to make its mark on the real world. It's used in 18 different countries and on 60 different craft beer brands—not to mention big brews Corona and Guinness. But founder Gustavo Lauria hopes to give it even a bigger boost by making it a mainstay on Homer’s favorite brew. 

A new campaign running in Springfield, Oregon (the city that inspired the name of The Simpsons' hometown) is hoping to capture the attention of the show’s creator Matt Groening. The effort spanning outdoor, print and more offers Groening the gift of a lifetime—rights to use the Eco Six Pack Rings on Duff “to be used free of charge forever and ever.” It promotes the idea with clever references to the show—for example, one newspaper ad reads, “Hey Matt, Lisa would approve it,” in a nod to the Simpsons sister’s altruistic streak. Another bus poster mimics Bart’s classroom chalkboard punishments, featuring the line “I will not reject the Eco Six Pack Rings offer” on repeat. 

According to Lauria, E6PR has not heard from Groening,”but if we are lucky enough to spread the voice with the video, who knows?” he says. 


Dec 17, 2019
Client :
Eco Six-Pack Rings
Agency :
We Believers
Chief Creative Officer :
Gustavo Lauria
Creative Director :
Nicolas Centroni
Creative Director :
Fernando Serra
Copywriter :
Nicolas Centroni
Copywriter :
Gustavo Lauria
Art Director :
Fernando Serra
Head of Production :
Marcia Jaes
Production Assistant :
Juan Cano
Chief Strategic Officer :
Marco Vega
Head of Client Services :
Jose Quijano
Account Supervisor :
Juan Cano
Account Supervisor :
Juliana Patiño
Creative Coordinator :
Rocio Fernandez Sasso
Creative Coordinator :
Lupita Alvarez
Proofreading :
Jake Wheeler
Illustrations :
Fernando Serra
Production Company :
Cortez Brothers
Executive Producer :
Ed Rivero
Executive Producer :
Martin Feuerstein
Director/ Producer :
Asori Soto
Director of Photography :
Brian Frank
Drone :
AC. Michael Sherman
Sound :
Jeff Johnston
Editor :
Diego Panich
Music House :
Pickle Music
Composer :
Alexis Estiz
Sound Design and Mix :
Dario Calequi
Music House Producer :
Maria Ines Velez
Color Correction :
Luis Valdez
Online Edit :
Diego Panich

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