Alcoholism is a disease that is often kept quiet about. We wanted to activate people to talk about it and bring it into the open. The best way to get people talking is humour. Key element was a paper cup of coffee with the URL of the client. Since people actually paid for their coffee and carried it around, it reached much more people than just the ones buying the coffee.

During one week in October 2014, in the early morning hours several non-alcoholic coffee bars in Zurich served their coffee to go in cups looking like a glass of beer. Furthermore, media partners were provided with photos and information on the activity and several Swiss titles wrote about the coffee bars that sell “beer for breakfast”.

The stunt generated so much PR in local media, that the website traffic of the Blue Cross increased by 22.4%.