How do you draw attention to a premium beer that’s only brewed twice a year?
Abraxas Ultra Premium Ale is only brewed during the spring and fall equinoxes. To reinforce the ale’s exclusive nature, we crafted a print ad with a secret message.
Abraxas is billed as the drink of choice for "restless minds who live to solve enigmas.” To capture the spirit of the product, we created a mysterious, mobile-activated puzzle.
A special magazine ad featured a secret message: to see it readers had to turn on their smartphone light and slip it under the page.
As the page lit up, an Abraxas bottle magically appeared. Next to it was an evocative message that welcomed the reader into a culture of rich, premium, exclusive ale appreciation.
- Global media coverage
- Sales increased by a massive 44%
- Maximum efficiency—over 1,000% ROI