Objective: Stimulate trialing and create awareness for a new wheat beer, launching in an already crowded category.

The first wave of product sold out instantly. 17,000 unique names were submitted online. 6 months after the launch, 'Spinter' research shows number 1 awareness in the category.

We needed to talk about all the things that make the taste so great. So great, that we ran out of words.We decided to launch the product in bottles with blank labels, urging buyers to submit a name that best suits its new taste.Different media channels introduced the new beer, gave details about its quality and taste, and urged buyers to think of a name for it, then submit and vote for their favourites.

The campaign ended with a focus on awareness for the new name.

TV advertising for alcohol is allowed only in night time - from 11 PM to 6 AM. Achieving results using only traditional media would have been too complicated, so consumer engagement was necessary.