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Old Grumpy – when a grumpy old man generates business development

Issue 19 | June 2011

Background

To persuade brewers to abandon 6,000 years of tradition in brewing beer. This is a pilot campaign directed at the management and head brewers of 96 major breweries all over the world. The total target group is 600 breweries.

Campaign goals

  • To engage 20% of the target group in a dialogue.
  • To initiate test processes with head brewers: Index 100.

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