The media and the message worked together to create the Stolen Glasses Recovery Unit. Consumer interaction centred around a website where drinkers could report a theft and view images of glasses found in bizarre locations. Police style smart cars patrolled bars and pubs looking for any perpetrators to bring them to justice. Parodying the insight created a powerful connection with the brand and made our consumers want to try the new TED on tap

The campaign was a huge success! There was fantastic involvement from the trade with 800 bars signing up. Over 11,000 drinkers reported stolen glasses, and most importantly, after two months around two thirds of our fickle young drinkers have now trialled the new tap product three times or more.