Jupiler - B.A.R. Beer Assistant Refill - The most ridiculous promo in Belgium.
“VAR has ruined football.” That’s what everyone says when it rules against their team. So, in Belgium, we launched the most ridiculous promo. Whenever VAR rules against the national team during the World Cup, our B.A.R. referee will step in to refill your beer. And we went all-in on the ridiculous: An actual referee was in the selected bar and blew his whistle every time there was a VAR against Belgium announcing a free refill. It’s genius, I know. Sometimes I can’t believe this level of ideation myself.
How it worked, you ask? Happy to explain. It was an extremely serious combination of fine-tech and ridiculous theatrics. At Bar 77 in Brussels, we had our Referee watching the game with the rest of the fans, when disappointment stroke, our referee would bring back the joy.
Oh no, VAR ruled against Belgium. Wonder what will happen next.
Wait, who’s that?
Is the B.A.R. referee. Yes! free beer!
Now, people ask for a free beer and forget about the VAR
for a bit. Score.
Thank you Mr. B.A.R. You can stop looking so sexily into my soul now.
