Traditional German brewery Bitburger asked how it could make its 0.0 beer stand out during Dry January as the only German alcohol-free beer that truly contains no alcohol. Zero. Nada. Niente. So, for Dry January, we put those who know best how to stay dry into the spotlight: Moms. Our post on January 1st became the most discussed communication piece of Dry January in Germany.

Our campaign sparked a discussion about what alcohol-free beer really means, but also about stereotypes in conventional beer advertising and female stereotypes. As the discussion reached a level of social relevance, we were able to make our point for Germany's only real 0.0% beer, together with our community, in every post, and through media coverage.

Bitburger 0,0 | Tested by Moms