This is the story of how Sardinian beer Ichnusa went from Italy’s ninth biggest beer brand to number three in four years. Ichnusa had long been Sardinia's most popular beer. Even after it was bought by Heineken it remained a local brand, until Heineken decided to launch it across Italy to tap into interest in regional craft beers. Advertising was challenged to capture the true essence of Sardinia and therefore overcome the paradoxical risk of undermining the brand’s authentic connection to its culture by promoting it. It is estimated the resulting communications strategy returned €9.86 profit per 1€ invested.