Birell is a plain malt beverage known to have an extremely bitter taste, it is positioned as the taste that only a true man can endure.

Cultural reference

Growing facial hair in the middle east is seen as manly, while growing the hair on your head is seen as feminine.

'Man-up' has always been Birell's shout to make men get over that taste. But this time a woman shouts at your face 'Man up'. There is nothing more challenging to an Egyptian man than having his masculinity questioned by a woman. Captain Reda represents the ‘woman’ with physical strength and power which is the perfect test for any man on the streets of Egypt. Online film & Radio invitations drove people to Birell's Facebook page to know where Reda will be heading next.

1- Sales volume in oriental cafés increased by 20%

2- 80,000 exposed to the activation

3- 16,000 participated

4- Appealing taste attribute of Birell's among our target +10.18%

5- Birell Facebook fan page grew by 180,000 fans

6- Birell engagement rate on Facebook increased by 20%