Sunday, June 26, 2005

This is a campaign of in-bar posters and placemats created to boost awareness and trial of Duvel, a blonde Belgian ale.

We wanted viewers to get involved with the work and create a buzz around the bar that would get people talking and increase trial.

Duvel, which means Devil in Flemish, is a slightly pricier beer with a rather high alcohol content of 8.5%. Known for being an indulgent experience, the beer offers an unusually large, lustrous head and a mesmerizing swirl of bubbles that rise from the bottom of the glass. It�s a sensuous experience meant to be savored. The tagline "repent tomorrow" invites consumers to let go and indulge, not only in the Duvel, but in their whole approach to the evening.

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