When Club Pilsener introduced its 330ml bottle, the product was an immediate success. Consumers embraced the smaller format, but there was one unexpected problem.

Nobody seemed to agree on what to call it.

The bottle had been launched under the nickname “Shorty”, a name that quickly entered popular conversation. The trouble was that different people pronounced it differently. Depending on who you asked, the same product seemed to have several names.

Most campaigns would have ignored the issue. We decided to make it the idea.

Agency: TBWA\UGANDA