Damm, leader of the beer market in Catalonia, wanted to launch: SAAZ - smooth, not bitter and only 7 proof, aimed at those who don’t like beer, less than 12% of the market.But is distributing such a beer profitable? That was the question that Damm asked itself and that all their bar owners would ask too.How to find out? By asking the consumer through a referendum. But, have we ever been asked for our opinion before the launch of a new product? Does democracy exist in marketing?

A CONCENTRATED launch. 250 bars in Barcelona (in tune with the target) to which we would prove the product’s potential. How? By turning them into the place where you could try a Saaz and vote.Objective: To catch the attention of anybody who walked into an electoral bar “Urns, votes, flags, balloons, live speeches helped turn the bars into electoral bars; billboards on the streets, political badges, guys on bicycles giving away sheets and a website www.referendumsaaz.org. Everything in tune with the Spanish Republic’s aesthetic (the '30s: signs, speeches, media (sheets, flags etc.) Saaz became the first democratically elected beer.

Election night results: 81% Yes, 17% No, 2% No answer.Over 5,000 votes cast in the 250 electoral bars.Over 28,800 beers sold during the promotional period.Over 1,000 people in attendance during the electoral night.30,000 visits to the website with links to Google Maps, YouTube and Flickr.Appearances in over 50 media outlets.Comments in over 70 blogs and forums.And most importantly: the campaign’s success generated the national launch in Spain in 2008.WELCOME TO DEMOCRATIC MARKETING.