XO Beer is a non-existent brand of beer, created by Neil French for agency Leifitz Jussa Bollasch Erris to prove that beer can be advertised with prints, not only on TV. Only the campaign existed, there was NO beer! The campaign was published by Tham Khai Wor and Dennis Tay.
The customers demanded the beer in bars & restaurants, but there wasn't any. The advertisers also hired a secretary to answer customer's calls and e-mail, so it all looked real. The only problem was that it wasn't!
