PROBLEM
The Belgian "Duvel" brand is mostly known and drunk because of high
alcohol percentages. This year, "Duvel" decided to introduce beer with
0% of alcohol. The problem was to find the way to launch the
0% of alcohol. The problem was to find the way to launch the
product that is at odds with everything "Duvel" brand stands for.
INSIGHT
No one likes unpleasant consequences of drinking a lot of alcohol
IDEA
To remind people of these unpleasant and embarrassing consequences,
To remind people of these unpleasant and embarrassing consequences,
using sarcastic humour.
Zero embarrassing striptease videos
Zero strangers in your bed in the morning
Zero broken teeth and noses
COMMUNICATION IN THE BAR
While ordering "Duvel Zero" in the bar, people receive bierdeckel,
on the back side of which they can anonymously write an embarrassing
story that happened when they were drunk. The most impressive
or common stories will be illustrated on the glass.
COMMUNICATION POSTERS
Posters with illustrations, especially near night shops and supermarkets