Campaign Starting whistle to the Euro 2008
The Mohrenbräu brand was used in Austria for the European Soccer Championship 2008 and the Mohren Pfiff more strongly anchored in the 16+ target group. The product supplied the idea: Mohren Pfiff bottles used as instruments to whistle songs. The link to the championship was established with bottle-whistling of the fans anthem. The web video portal invited viewers to whistle themselves or to judge the beery-musical works. The result: 22,465 film call-ups, 700,000 sent-in crown corks, market share gain and a successful world record attempt. The Communication: print, cinema, radio, web, product- / POS materials, crown cork prize contest.