Drinking beer, not in typical beer hours, even if that is non-alcohol beer was a SOCIAL TABOO in Poland.

This is the aftermath of communist times, when people drunk a lot to forget and survive.

When it was impossible to prevail over the level of consumption, the prohibition on sales was introduced, and it was not possible to buy any alcohol before 1:00 p.m.

The awareness of problems caused by alcohol, like: addiction, drunkenness, lack of control and responsibility is very high. People avoid to be identify or linked with this perception. The person who consume alcohol in other then standard beer/ alcohol hours/ situations eg. dinner, evening, party is perceived as “a person with a problem”.

Each radio stations gives time info with every top of an hour.

Even though it is so obvious, always catch the ear and make us reflect.

We decided to hijack this attention to our campaign, and make drinking beer zero any time of the day as obvious as time anouncement.

This helped us build great awareness, consideration, strongly differ non-alcohol beer from traditional beer and finally build new consumption occasions, and break the taboo.