Just don’t only tell about the huge GLOBUS’ beer range. Show it physically by using original crown caps to create promotional posters. For three motifs every beer brand in the GLOBUS department was used – except for one. Customers had to find out which brand was missing in order to win World Cup tickets or gift certificates valid at GLOBUS supermarkets.

Feedback to this campaign was overwhelming. Customers responded to this mailing with thank-you letters and e-mails. The calendar had to go into another high print run in order to meet demand.