Bofferding Beer, a 255-year-old brand from Luxembourg, was looking to introduce itself to the ultra-competitive American market. It had three things going for it: its obscure European roots, its memorable name, and the fact that it’s made with 100% all-natural ingredients.

So how do you take the DNA of an unknown brand and engage with millennial drinkers in the U.S. who have thousands of choices? You feed their craving to discover brands they can call their own (especially obscure brands from outside the US). You appeal to the awareness and thoughtfulness of what they put into their bodies (millennials are the largest consumers who investigate ingredient claims). You tap into the cultural zeitgeist surrounding body-positivity and unvarnished authenticity. And you wrap it all with a name-burn that puts the memorable brand name front and center.

The first run of posters were quickly snapped up at beer festivals and in bars. The reaction was immediate. The campaign garnered news coverage from local outlets and beer-specific media. Sales increased as did the brand’s social media following. Even though Facebook rejected the ads for being “sexually provocative or overly suggestive.” They were resubmitted with black bars over the offending areas. The client has requested a winter-themed, follow up campaign for their Winter Lager.