The advertsising message hit the target group in one of their favourite hang-out places: Hamburg’s red light district. And being a grafitti, it didn’t even look like advertising. The tonality made quite clear what Holsten stands for : being a beer for real men, not for wimps.

Not only pedestrains' reactions but also radio shows picking up the subject showed that the target of further promoting Holsten’s brand image of being a fun beer for real men was reached.