From brewers who still prefer brewing to talking
To promote the new «Eichhof Urfrisch,» Publicis is once again letting the taciturn brewers have their say.
A year ago, Publicis launched the campaign platform "From brewers who prefer brewing to talking" for Eichhof, in which the Lucerne master brewers made it clear that they prefer to devote themselves to their core competence instead of talking about it.
The campaign is now being continued for the nationwide market launch of the new beer "Eichhof Urfrisch". The product innovation is made exclusively with Swiss hops and Pilatus water and refined in a six-week brewing process. So there would be quite a bit for the brewers to say about the new beer, but they prefer to leave that to the gushing off-spokesman. So the TV spots begin with the categorical, exaggerated celebration of the ingredients, only to end abruptly in the reality of the brewery.
While the focus on TV is on the ingredients, online it is mainly short stories from the brewery that are used. In collaboration with director Jon Barber, a variety of conversions were again produced, which are used as prerolls, 6-second bumper ads, Insta stories and Facebook videos.
The campaign launched this week and will run in phases throughout the "beer season" and into late summer.
Responsible at Eichhof: Christian Weise (Marketing Director), Stefan Steiner (Brand Manager), Janine Beeler, Remo Viceré (Junior Brand Manager). Responsible at Publicis: Jan Kempter (Creative Direction), Yannick Schaller (Text), Anatole Comte, Priska Meyer (Art Direction), Dominik Locher (Graphics), Philipp Zubler, Meret Lauener (Consulting), Lena Altorfer (Strategy), Matthias Koller (Managing Director), Thomas Wildberger (CEO). Responsible for production: Jon Barber (director), Stories (film production), Jingle Jungle (sound). Responsible at Prodigious: Suzana Kovacevic (Integrated Producer).
