A non-traditional Point-of-sales activity promoting an alcohol brand by asking bar guests to do something they can't do:

At first sight it looks like a traditional P.O.S. poster with vouchers for free drinks. But when you try to take the voucher, you realise the poster is a trompe l'oil painting and that there is no way to get the drink. Too bad. But as Fernet Branca claims: Life is Bitter.

Fernet Branca put up yet another poster promising free shots.

All you had to do is tear of a voucher from the bottom of the poster.

Just too bad that the poster and the coupons was a classic trompe l’oeil painting, painted directly onto the wall...

Yup, Fernet Branca will do a lot t o prove that “Life is bitter”.

The making of the poster and people's reaction to it was filmed and shared through Fernet Brancas Some platforms.

A poster promoting free shots.... All you had to do was to tear of a voucher from the bottom of the poster. Just too bad that the poster and the coupons were a classic trompe l’oil painting, painted directly onto the wall...

Yup, Fernet Branca will do a lot to prove that “Life is bitter”.