We decided to -take away- from men: their annoying women. Sol Beer gave away: 90 MINUTES WITHOUT WOMEN for watching soccer. When a man bought a six-pack of Sol beers, he received a gift for his woman: a free 90 minutes phone call, but she could only make that call during the soccer game. If that woman achieved to talk with another woman during the whole 90 minutes, she would get money for shopping, during the next soccer game, and other gifts to entertain them for getting men to purely enjoy soccer with Sol Beer.

The Results: a lot of happy men without their annoying women during the soccer games, purely enjoying soccer with Sol beer. Also, men and women bought a lot of six-packs; the sales increased 132% on soccer game days at the stores where the promotion was applied, and a lot of stores simply sold out of the product.