Juicy

Grolsch 0.0% Radler is a non-alcoholic panaché with a special feature: it contains real lemon juice - so no flavoring or concentrate. It's worth pointing this out. The Fitzroy agency from Amsterdam does just that - with a poster that is also printed or painted with 100% pure lemon juice. The lemon poster is flanked by numerous other advertising materials via various channels. And that is necessary. Because, as Fitzroy confirmed when asked by Werbewoche, the "Citroensap Billboard" is a one-off. Anything else would have been surprising given the elaborate production. (hae)