Too good to throw

The objective

Make Brussels Beer Project stand out during the World Cup, an event largely monopolised by AB InBev’s powerful brands, which leave little room for local beers.

The solution

Give a humorous twist to an iconic supporters’ ritual: while cups of lager fly into the air at every goal, one fan holds on tight to his Delta IPA. A campaign rolled out on social media and around Brussels’ main fan zones.

The results

More footfall in points of sale, a significant boost in local awareness and the assertion of an underdog image, earning the brand greater sympathy.