When your beer brand has a high-end positioning while others cost little more than water, it’s tough to break in to the market. Belgo is a prestigious Belgian craft beer that’s brewed in Vietnam – a country where beer is generally inexpensive (about eight times cheaper than Belgo). So the agency Happiness Saigon came up with an activation featuring a rather special recycling machine. All you have to do is feed it with any other beer to obtain a bottle of Belgo in exchange, thus encouraging beer fans to try and adopt the product. The offer has also been extended to pubs managed by the brand, proving that the operation is no small beer.