Opportunity: to promote the Explorer Vodka brand on the Swedish market. Situation: the market for alcoholic beverages in Sweden is limited by the fact that advertising and promotional activities are prohibited. The distribution is also limited to a government run retail outlet chain. Therefore there are no opportunities for traditional advertising, brand building or promotional activities. Communication on the Internet has been left out by legislation as long as the consumer can prove of legal age. Solution: to build a promotion website, thereby avoiding legislation concerning traditional media.