Loud music has been scientifically proven to encourage consumers to drink faster, despite their best intentions, so the Danish beer brand Tuborg has created "beer plugs" as an adorable reminder to drink responsibly, while protecting one's ears.
The beer-shaped ear plugs were given out to attendees at the Danish Roskilde Music Festival and are retailed in an adorable package that is reminiscent of the packaging used to enclose a six-pack of beer. The label reads "Loud music makes you drink faster. Protect your hearing and drink with respect." This creative marketing tool offers the consumer a practical, yet humorous tool for getting through the music festival, while enabling the beer brand to retail an adorable branded item.