Announce the new positioning of Hertog Jan as "the traditionally brewed premium lager". Gerard van den Broek, the man behind Hertog Jan, believes that beer is brewed from the heart. Now he has a dilemma: he has brewed not one new special beer, but two. So he could greatly appreciate your opinion. Pick your favorite and vote. The beer receiving the most votes over two rounds will be marketed. Taste the... Dilemma of Arcen. The overall winner both rounds. Marketed as "Hertog Jan Karakter". Already the third largest special beer in the Netherlands.
Agency: &KS, The Netherlands.