# Beer Goggle Pint Glasses The 'Tricky Glasses' Show a Woman Transforming as You Drink By Alexander Lam | Published 2013-07-03 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/tricky-glasses References: [adsoftheworld](http://adsoftheworld.com/media/ambient/omalleys_pub_the_tricky_glasses) & [omalleysbar.net](http://www.omalleysbar.net/) A campaign by O'Malley's Pub in Sao Paulo, Brazil called 'Tricky Glasses' encouraged people to [drink less](https://www.trendhunter.com/trends/rail-safety) 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](https://www.trendhunter.com/trends/glass-and-words) into a skinnier and more attractive woman. The glasses were developed by ad agency Chicos Malos for 2013's [St.Patrick's day celebration](https://www.trendhunter.com/trends/a-lovely-day). 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. ## Trend Insights (Trend Hunter) - Score: 3.4/10 - Popularity: 27% | Activity: 68% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: South America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### Why This Trend Is Growing - **Interactive Glassware:** The 'Tricky Glasses' show that interactive glassware has a lot of potential for creative alcohol campaigns. - **Alcohol Consumption Reminders:** This campaign showcases how the alcohol industry can use creative and humorous methods to remind people to drink responsibly. - **Humorous Marketing:** Humorous marketing campaigns like the 'Tricky Glasses' can appeal to younger generations, who may be more likely to share on social media. ### Industries Being Reshaped - **Alcohol and Beverage Industry:** This campaign demonstrates how creative and playful marketing can help shift the industry's focus towards more responsible drinking. - **Hospitality Industry:** The 'Tricky Glasses' illustrate how bars can make responsible drinking a part of their brand identity and promote healthier drinking habits in their patrons. - **Graphic Design Industry:** The illustrative designs on the glasses showcase the potential of graphic design in creative and impactful product design. ## Related on Trend Hunter - [Conceptual Craft Beer Bottles](https://www.trendhunter.com/trends/sour-glass.md) - [Complimentary Glassware Beer Campaigns](https://www.trendhunter.com/trends/birra-moretti.md) - [Perfect-Pour Beer Glasses](https://www.trendhunter.com/trends/perfect-3way-glass.md) - [Beer-Pouring Party Billboards](https://www.trendhunter.com/trends/jubel-billboard.md) - [Anatomy-Inspired Glassware](https://www.trendhunter.com/trends/body-glasses.md) - [Mixed-ABV Beer Packs](https://www.trendhunter.com/trends/holiday-detox-pack.md) - [Emotional Introspection Drinking Experiences](https://www.trendhunter.com/trends/glass-and-words.md) - [Energy-Saving Beer Campaigns](https://www.trendhunter.com/trends/ad-that-saves-energy.md) - [Artistic Libation Campaigns](https://www.trendhunter.com/trends/paint-your-pint-competition.md)