A campaign by O'Malley's Pub in Sao Paulo, Brazil called 'Tricky Glasses' encouraged people to drink less by reminding them of the "Beer Goggles" effect. Each glass has an illustration that changes as you consume your beer. The drawing on the glass begins as a portly woman than many people would deem as unattractive. However, as you begin to drain your beer, the character on the glass transforms into a skinnier and more attractive woman.
The glasses were developed by ad agency Chicos Malos for 2013's St.Patrick's day celebration. Since O'Malley's Pub is one of the most popular pubs in Sao Paulo, the agency wanted to help remind patrons not to get too inebriated. The glass's humorous transformation reminds patrons that too much alcohol can distort your reality.