When a national TV wildlife program spotted a wolf in Belgium for the first time in over 100 years, it was big news. Our vodka brand, Eristoff, is known as the 'Vodka from the land of the wolves'.

Therefore, we claimed the spotted wolf to be our wolf. We launched a hoax to show Eristoff secretly released the wolf into the wild for advertising purposes. It actually worked: people believed us. The Belgian National Television had to defend themselves, and were forced to explain that they had spotted a real, wild wolf.

We claimed the spotted wolf to be our wolf. We launched a hoax to show Eristoff secretly released the wolf into the wild for advertising purposes.

Our fake prequel was immediately picked up by several blogs and news sites. Newspapers wrote about it and it was a major talking point on radio. Was this wolf story just a clever way of advertising a vodka brand?

Did we really release a wolf into the wild? The Belgian National Television had to defend themselves, forced to explain that they had spotted a real, wild wolf. The ultimated proof of a successful campaign.