Create a premium that lets Bavaria claim Carnaval - a gigantic annual street costume party across the South of the Netherlands.
Each town in the region elects a 'Prince Carnaval' - an honorary mayor who wears a ludicrous costume, carries a scepter, and oversees festivities. Astonishingly, no brand had thought to claim this figure as their own.
The Bavaria Beer Scepter - a sparkling, light-up, oversize beer holder that lets everyone 'Drink like a Prince'. We boosted it with a host of crazy stunts including a giant inflatable scepter at a local football stadium, and a pop song written by local novelty hitmakers The Gebroeders Ko.
Sell-out success for the scepter. The tune 'Drink Like A Prince' makes it to the Top 20 in the Dutch charts, tormenting the entire agency for months.