We created posters that cleverly juxtaposed the guitar with drinking cues: a hand raised in a toast that seems like the upright stem of a guitar, top view of a bar counter with stools arranged like knobs used to tune the instrument, and a hand holding a glass that looks like the stem of a guitar with the table resembling its body.

The posters were designed in gold and black, the brand colours. They were exhibited widely at pubs and bars where the music events were held.

The posters reinforced the association 100 Pipers had with music and brought the brand more closer to the consumer. During the promotion, the demand for the brand was considerably higher than usual.