Two Tales Bohemian Light Beer has only 3.5% alcohol, much lesser than other light beers. Two Tales, a small craft brewery that was new to the Thai beer market, needed to increase its sales directly at a beer festival. So we used a little magic to make our beer bottles rise above the competition.

The idea of making the bottles “float” led to instant action from the clientele ie. more bottles being ordered. It was an activation where the more people saw people around them order the floating beer, the more it immediately it impacted their desire to have one themselves.

We were led in our creative execution with a simple thought: this beer is so light, it floats.

Before the festival began, we fitted our bar tables with a diamagnetic superconductor base plate. Then we attached each bottle of Bohemian Light with a permanent dipole magnetic badge. The magnetic field created by the magnetically charged table repelled any bottle with the magnetic badge, making it float or levitate.

Whenever a customer ordered a Two Tales Bohemian Light beer, it started to float. This led to many more bottles being ordered.

The 'floating beer' not only gave a clear demonstration of the lower alcohol content of Two Tales Bohemian Light, it also made it the most talked about and consumed beer at the festival. 3,057 bottles were sold over the course of the festival. “The Lightest Light beer” topped lists of trending topics on Thai social media channels. 1,731 bottles were also taken as souvenirs.