Z-Axis / Andreas Remountis
The ELIXI S.A. brewery in Chalkis created Marea, a Double Malt Ale, made from five cereals, and distinguished by its rich taste and aroma of citrus and dried fruit. Its creators, trying to give consumers more reason to buy the product, and wanting to take advantage of all the possibilities collectible packaging can offer as a marketing tool, were motivated by the challenge/ proposal presented to them by FORLABELS, and transferred to the bottle a series of street graffiti alternating on the label. FORLABELS gave them this possibility by printing graffiti with variable data on (self-adhesive) labels.
The beer intrigued consumers, and became known and well established in the market in a very short time despite growing competition. It created a personal relationship with loyal consumers, who wanted to collect graffiti items, and achieved consistent and repeat purchases It managed to attract a young dynamic audience, speaking its own language.