Beer and women have always been two complementary worlds. What we did was to use this in our favor. For the first time in the history of the most famous men's magazine in the world, the cover girl's photo essay (two girls, twins) was presented uncut. Itaipava wrapped 140 more photos in the magazine - the uncut photo essay, unedited.

The campaign was a success. More than 90,000 subscribers were directly impacted, more than 270,000 readers were indirectly impacted and tens of thousands of consumers were impacted by the specialized media and the buzz on social networks. And, most importantly, all of them quickly understood what a 100% Beer means.