AB InBev’s Aguila Beer, Colombia’s leading beer brand, and MullenLowe SSP3 have launched ‘The Beer Cap Project’, in partnership with some of the world’s most recognized brands to promote responsible drinking.

Aguila Beer removed the logo from their caps and gave them to food, water and transport brands including UberEats, KFC, Papa Johns, the Hard Rock Café, Uber and Cabify so people could exchange the caps for free food, water or rides home.

The campaign launched in Colombia and now Aguila Beer is taking the movement global. Billboards have popped up in various locations around the world asking brands such as Heineken, Miller, Asahi, Guinness and Pilsener to yield their caps to non-alcoholic partners to help consumers drink responsibly.