How to turn an in-house company vote into a successful marketing campaign? A recent vote among the Swiss retailer, Migros and its many regional cooperatives, has profitably managed to highlight the brand s mission to not sell alcohol in its main supermarkets AND push forward its new alcohol-free beer. In this move, the main elements of trust, branding, storytelling and values are all wrapped up within a nationwide media discussion bringing with it high levels of visibility and indirect advertising. A true marketing lesson!