In keeping with Budweiser's traditional image of good quality, a sense of newness and sophistication was added through the newly developed brand face design with monograms. Transit ads covered the whole line of traffic toward Roppongi Hills, and the area was ad-jacked via outdoor and building wrapping, including some that had never been used in advertising. Monograms, used for the entire campaign, tend to be appreciated by Japanese brand-chasers as symbols of urban/intellectual images.

The campaign ended successfully, finishing all samplings in half the planned time, and was taken up in PR editorials by mass media: national newspapers, TV, radio & trade publications. The post-campaign survey revealed 70% of visitors showing favourable impression and high consumption intention. Sales goals were exceeded by 5%.