The first thing we did was to change the Age Gate of the website, making it provocative, questioning and challenging. The inner page of the campaign where most of our users landed was made entirely dark with a small flashlight guiding you through the content. Last but not least, we made clickable “cards” (blocks) each of them with different occasions for drinking Dark beer. In addition, we added a button on the website and no matter the page you are, you can make the website darker.