Please do not shake

How do I advertise alcohol? The product can be inspiring, but the reality is sober. If you want to advertise alcoholic drinks, you can't mention the name at the crucial moment, you can't promise too much pleasure - and, above all, you can't benefit from the brand value that has already been built up. An ideal starting point for guerrilla marketing, said Numéro 10, who turned the secret of their brand into a program and developed a contest to find a new secret agent. Whoever makes it to the website in a test that is as amusing as it is tough can say "My Name is B". My-name-is-b.ch can create. A public vote awaits there. Until November 26, the public can decide which three agents will be allowed to travel to Berlin for the bond-styled final, where they will "save the world" in a spectacular 600-hectare action area. Each agent is supported by a B-girl. A stylish "B-Night" will then be held in December as a party for all those who have since received a viral invitation. The action is advertised with 5,000 DVDs and an informative B(ond) film by Buzzilla. There are also banners and an advertisement on 20 Minuten. All these measures have resulted in the click rate for voting already being "eight times higher" than for other competitions. pan