The main idea was to surprise the public with a billboard that spilled foam, like a spilling beer glass, using actual foam that came out the top and slid down to the bottom. This effect dramatically increased the impact of the piece, drawing attention from every passerby.

Research conducted two months after the launch reflected a brand awareness of 93.6%. This billboard and the rest of the advertising campaign anchored the launch of the new beer, leading it to become one of the most eagerly awaited new products of the year.