Work that is based on an insight has an immediate appeal.

Research told DB Export Dry beer that their target audience didn't really like wine but the used to buy it to ‘fit in’. So they went on to save men from that self imposed habit, by releasing in-store advertising desguised as a bottle of wine.

Typical wine bottles reached the store but on closer inspection, the labels didn’t talk about the wine but about why men should not buy something they don’t like but beer instead.

To close the deal, a $5 dollar off their beer purchase was recorded when the bottle was scanned at the cashier. Very clever and relevant.