The task was to generate awareness for Bitburger beer in an environment, where it had lost its relevance. To combat this, we decided to confront consumers with our product when they were least expecting it: when they were opening a bottle of wine.We contacted Rhineland vineyards and offered to pay for their corks in exchange for advertising space on the cork.Several vineyards agreed. We bought and produced corks and sent them to them.

The word-of-mouth effect was reflected by a large number of emails and letters that Bitburger received in response to the promotion. Not only was the brand able to increase its relevance amongst the wine-drinkers of the Rhineland area, it was also able to generate leads of consumers who promised to have Bitburger rather than wine next time.