Swiss supermarket Migros has banned alcohol sales for a 100 years. In 2022 he strategic issue was put to a vote among Migros' cooperative members. A taboo for many. To lighten the load of this delicate topic, we invented the Migros Beer: OUI and NON – with and without alcohol. No matter the result there would be reason to celebrate. The result: millions of earned media, the highest voting participation in Migros history and eventually a very successful new product.