The agency was responsible for the whole process: concept, design, development and implementation.

The glass went through many steps of development, with lots of samples and research. This was to get the ultimate Freeze Glass, which met all the requirements of the client and international food/safety regulations. The Freeze Glass is patented by the agency.

The glass attracted huge national and international attention; Internet, newspapers, TV, radio etc. Over €200,000 of PR (which is a lot in a small country like Holland).

The glass had a very positive influence on awareness of the Extra Cold brand and its sales. The glass is very well-known in Holland, they were all sold out in just a couple of weeks. Even on the Dutch equivalent of eBay the glasses were sold for over €10.Due to the success in Holland, Heineken now offers this premium glass worldwide.