Case Study

making
brands
contagious

Fernet Stock 8000
Word of Mouth campaign

November 07, Stock Plzeň launches
revolutionary product

transparent Fernet,
the first herb spirit on Earth

target group
young people who find
Fernet Stock Klasik irrelevant

outbreak went out to talk to
bartenders, barmaids and bar flies,
sipping few drinks on the way, and
searched for stereotypes that could
be disrupted

the recommendation was
crystal clear

not to position FS8000 as a cocktail
spirit, because nobody needs just
another coloured long drink with
brain-less name and no distinction