A campaign called 'The Stolen Print Ad' for the Fautor Rhein Riesling wine surprised readers of a magazine by coming pre-destroyed. The ad aimed to catch the attention of viewers by straying from the traditional print format. Instead of remaining square, the ad was pre-ripped and was given the tagline "Valuable things deserve to be stolen." As a result, the ad implies that the wine is so good that someone tried to steal the magazine ad.
The Stolen Print Ad was created for the Moldovan market by ad agency Piko. As a result of Piko's creative thinking, the ad made an emotional connection with customers. Distraught readers called the magazine and wine firm to inform them that someone tore out the ad.