• South African law requires taverns to have security 'screens' separating customers from the stock. The barriers make drinkers in taverns feel like criminals, and the venues cold and impersonal.

• Electricity supply in townships is intermittent and is becoming more expensive.

• Furniture needs to be hardy, as it is moved and stacked nightly to allow space for dancing.

• Music is essential to a good tavern and often owners have expensive hi-fi systems, but security around this equipment is a concern for them.

These security 'screens' are functional but ugly and are not required in more upmarket, traditionally 'white' bars. They make drinkers in taverns feel like criminals, and the venues cold and impersonal. We wanted to obey the law but totally change the experience for consumers and link our client’s brand to this new, positive experience. We earmarked the screens as the perfect place for branding; they couldn’t be covered or ripped out and painting over them wouldn’t remove our client’s logo. They are also the last thing consumers see before ordering their beer and once they’d bought our client’s product, they could open their bottle on the built-in bottle openers on the grille.

• Customers say they feel considered for the first time.

• Owners save electricity, obey the law and can lock away their equipment.

• Our sales team’s relationships with owners are the best they've ever been; this has lead to additional fridges being requested and naturally, sales of Windhoek have shot up.

• This makes our client happy. Not only is their messaging unique and difficult to remove, they now enjoy neighbourhood support for being the first South African beer brand to truly respect tavern culture. Cheers to that!