We created a glass with a steel ring attached to the lower part were the pinkie finger can be introduced. When someone drinks beer in this glass, he will insert the pinkie finger in the ring, avoiding it from raising up in a shameful way, thus protecting their manhood. The ring has been designed with a barbarian and manly style that, besides protecting the honour of the drinker, it helps to strengthen his ¨macho¨ and beer-lover image.

As soon as we created the glass, we placed it in every bar where Barbarian was distributed throughout the country. We organized an official launching event where the press and consumers could know the glass and interact with it.

In addition to this, we created an online campaign with digital videos and actions in social media to expand the idea.

Also, we sold the glass, developing offers so people could acquire it in special packs and of limited edition.

- Earned media: 1'150,000

- 2'700,100 barbarians reached

- The brand preference increased in 30%

- Today Barbarian is the # 1 craft beer in Peru within a market with more than 20 brands

- In one week all the packs with their corresponding glasses went out of stock.