The experiential learning approach has been gathering substantial momentum and support in educational circles. In the team-based experiential learning project presented here, which effectively integrated theory and application, students were charged with creating an integrated marketing communications plan to demarket binge drinking on the college campus. By focusing on a topic of considerable social importance and interest to students, this quasi-live case study served as a valuable learning tool which combined both "experience" and "reflection", and provided students with practical business experience in taking on the roles of members of a "new business" team working together to analyze facts, generate strategies and create an integrated, persuasive presentation.