An ‘alibi promotion’ was chosen: The brewer of Hertog Jan has a dilemma: he has brewed not one, but two new special beers. Have a taste of the...Dilemma of ArcenA six-pack contained the two beers. On the pack, the promotion was explained and beerlovers were asked to taste and vote. They could even enter a name for their favourite beer. The promotion ran in supermarkets, off-licences and selected cafes.

Supported by TV commercials and several promotional materials. Winner was challenged in the second round by a new recipe. Winner was named Hertog Jan character and marketed.

- High advertising recognition: after three weeks at 68% increasing to 82%(benchmark: 60%).

- Spontaneous brand awareness from 25% to 32%.- Penetration of target audience (beerlovers, male, 25+) increased from 7.2% to 8.9%- The Hertog Jan market share increased from 2.5% to 2.9% whereas total beermarket decreased by 3%- The campaign scored significantly Statement Dilemma campaign BenchmarkQualitative 84% 59%Credible 75% 50%Distinctive 73% 59%Suits the brand 87% 58%Appeals to me personally 64% 40%- Maximum involvement from consumers, retailers, off-licenses, cafes in marketing of new product.

- Character now is the third largest special beer in the Netherlands.