​To demonstrate that the virtual world isn’t always better than the real one, we ironically jumped on the metaverse trend by launching the first virtual beer that you are not able to hold or drink or taste. The virtual beer was promoted as if it was a new beer that consumers could try for themselves. Only problem, once they interacted with the new virtual Silver in the metaverse, they had the realisation that they weren't able to taste it. Hence, we induced them the need and expectation to try the new beer for real. Starting with a PR launch in a virtual brewery in Decentraland, the virtual beer was available on an AR app, oculus, and as a snapchat filter. The new virtual beer was launched as if it was a real product with a social and influencer campaign and with a DOOH campaign all across Europe.​