Pirinsko  Ice – a new and unknown product on the market in a transparent bottle, which risks alienating consumers because most of them believe that these bottles are reserved for sweet ciders, radlers and foreign beers. To prevent this, Pirinsko Ice must prove that it comes from the harsh icy heart of the mountain to bring the truest and most desired coolness. The communication shows the other face of nature – icy, frosty and refreshingly cold. The first year sales of Pirinsko Ice exceed all expectations and goals.