Frozen T-shirt Challenge

The idea of the campaign is to introduce new product – non-alco Radler.  

Ten most famous Lithuanian vloggers took part in the campaign. They received an icebox filled with non-alco Radler drink and a block of ice with a t-shirt frozen inside of it. We challenged them to unfreeze the t-shirt in the most original way, put it on and then pass the challenge on to the other.  

Non-alco Radler beer was the most successful launch of a beverage in 2017 and became the number one selling product in the alcopop segment despite being alcohol-free. During the campaign, challenge videos have collected over a million views on Youtube.