Restaurateurs expect something surprising and unusual from Heineken. A mailing with two bottles of Heineken provided for an even merrier Christmas for restaurateurs at home. The enclosed set of humorous directions for making Christmas bells also showed that empty Heineken bottles could even be used to beautify the home.

Message and media are one. The yellow bookmark, hanging from a tap with a beer glass attached to it, is both eye-catcher as well as a visualisation of the core message, showing a Heineken being tapped for the first time to the reader.

Orders for crates of Heineken grew by 30%. Five interegional and thirteen regional distributors added the crate to their assortment.