In order to get more men to the bars to drink beer, Andes, the leading beer in Mendoza, Argentina, goes ahead and creates the “Teletransporter”.
The promise is cheeky. Men can stay out longer with friends without triggering the usual “where are you” friction at home.
A booth that lets you be “out” without leaving the bar
The mechanism is a soundproof booth placed inside bars. Step in when the phone rings, pick a believable background, and let the audio do the convincing. Traffic. Office ambience. Family situations. Anything that sounds like you are somewhere other than a bar.
In consumer beer marketing, the fastest path to more consumption is often removing a social friction that makes people leave early.
Why it lands, even with the obvious moral wobble
The idea works because it is built on a truth the audience recognizes instantly, and then turns that truth into a physical product-like solution. The “invention” format makes it feel playful rather than preachy, and the booth makes the benefit tangible.
Extractable takeaway: If your category depends on time spent in a context, design an intervention that reduces the one reason people exit early. Then turn that intervention into a visible, demo-able object so the story spreads without explanation.
That said, the premise depends on deception, and the tone matters. The execution frames it as a comic release valve rather than advice, which keeps the work in “bar joke” territory instead of “relationship handbook” territory.
What the brand is really buying
The teletransporter is not only a film idea. It is a bar-side utility that creates a reason to stay for “one more,” and a reason to talk about Andes after the night ends.
A few fast answers before you act
What is the Andes Teletransporter?
It is a soundproof booth installed in bars that plays selectable ambient sound effects so callers hear a believable environment, making it easier for someone to take a call and claim they are not at the bar.
Why does this count as experiential marketing?
Because the core benefit is delivered through a real object in a real venue. The film is the amplification. The booth is the experience.
What is the key mechanism that makes it spread?
Instant retellability plus demonstration. People can explain it in one line, and the booth can be tried and recorded on the spot.
What is the biggest brand risk in ideas like this?
Tone. If it feels mean, misogynistic, or genuinely encouraging dishonesty, it can backfire. The execution needs to stay firmly in playful exaggeration.