As part of an initiative to prevent drunk drivers from getting onto the road and at the same time, encourage people to use its own services, Uber devised a clever set of wine bottle labels.
These 'Hidden Car Crash Wine Labels' are styled like fine vintage wines with charming black and white graphics of a vinyard. However, a close look reveals that on three different bottle label styles, there's a car that has gotten into a wreck. Beneath this, the bottles suggest: "This wine's delicate fruity aftertaste is best enjoyed when sitting in the passenger's seat."
Alongside these anti-drinking and driving messages, Uber included a promo code that could be redeemed for a free ride home. During the three weeks that these unique bottles were sold in Jean-Jacques restaurants, 500 bottles were ordered and 429 codes were redeemed.