We used the creative idea of Nightology in media as much as we could with the available conditions. The tough task was achieved with a group of consumers who are very sensitive about changing their statements.

The principal objective was reached because we changed the image of J&B Brand and increased awareness 74% (7.2 - 12.5), share of market increased 93% (1.5 - 2.9), a great whiskey’s paradigm was broken and, finally, we created a new way of using a mix of media, everything was in the right place at the right time.