Make the brand relevant for the fishermen community and create a connection between the brand and this consumption occasion.
Pick the right touchpoints in the most frequented fishing places and sample neumarkt right there; go nationwide; give away contextual prizes.
2 months of activation, in full summer, with 24 promoters
over 100 fishing lakes activated, around 21 cities
over 8,000 beers sampled
over 6,000 branded prizes given away