6. Create awareness and attention for the new Maes STIMULATE & NOURISH THE DEBATE AROUND PILS
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9. STIMULATE & NOURISH THE DEBATE AROUND PILS Put the beer in the hands of people – stimulate mass trial Invite beer drinkers to reconsider their choice - change habits Speak with confidence – install a real Maes challenger attitude Act instead of tell –prove your positioning by being close to the target
13. Facts for Flanders Over 2 weekends in June 2009 24.000 crates new MaesPils Of which 12.000 could be reserved via maes.be, all gone within 24h 110 teams on the road with 114 vans Resulted in A lot a free press A lot of email addresses A lot of sympathy amongst the target