Pitch work.
In India alcohol can only be advertised using a surrogate. So, when we had to launch a craft beer made by the country’s biggest brewer, we first had to create a surrogate. Instead of the usual club soda, music or fashion event, we suggested making the surrogate a virtual country— akin to a Disneyland for beer lovers, only virtual. Like every real country, this too would have a President, its own currency and issue passports, albeit digital ones. Being virtual, the country wasn’t limited by geographical boundaries. It existed in all those places that sold this beer. In effect, every pub, bar and hotel became the Republik of Kraft.
