Outdoor ad: DB Export Dry: The Wine List

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How do you talk men into buying your beer? You talk them out of buying wine. Research showed that DB Export Dry’s target market didn’t like wine, but they drank it to fit in. So we set out to save them from sauvignon and get them a beer. We created an ad disguised as a wine list. Slipped onto restaurant tables, the ad looked like any other wine menu, but on closer inspection it was exactly the opposite. Instead of an array of wines, readers found themselves faced with an array of reasons to order an Export Dry instead.