How can we increase the sale of beer for our customer, a beer manufactory? We need a creative idea that motivates people to share on social networks and increases their sympathy with the brand. The idea for „WENIGER“ (German for „less“ or „fewer“) was born. An inspirational approach that allows the play on words with diversity through the use of an adjective. Used in sentences, quotations, proclamations, etc., it creates a lasting impression with at least two meanings. As an extension to „WENIGER“ and for comparison in advertisements, we have developed the sub campaign „MEHR“ (German for „more“ or „further“) for the second phase. Further keywords were planned for publication to create variety and refreshment.