Lemonaid boss at brand congress: How to turn regulations into media-effective communication

Mr. Bethke, you have labelled your drinks with the warning "Warning: low sugar". The legislation is obviously lagging behind the needs of society and insists on adding the minimum amount of sugar in soft drinks. What is the current situation? Do you have to rename the brand or is there finally some movement in the process?

Paul Bethke: The rule remains in place. Despite clear criticism from the public. The responsible committee meets regularly on the matter. After more than eleven meetings, it has not been canceled. The lobby, which is unfortunately part of the dusty commission, simply seems too strong.

What exactly do you think is behind the absurd minimum sugar limit? Bureaucracy, lobby interests and why?

Bethke: Certainly a mixture of everything. But above all lobbying. Sugar is a cheap flavor driver for many big brands. The more sugar, the stronger the taste of the other ingredients. It is therefore a kind of flavor enhancer. Many people don't know that. The more rules that promote this unhealthy ingredient, the better for many of the big players who want to cut costs. Representatives of these industry associations sit on the commission that formulates the rules and are directly involved. Unfortunately.

To what extent has the "sugar controversy", including protests and warnings on your beverages, affected your customers' purchasing behavior? Have you noticed an increase in sales figures or does the campaign have a greater impact on brand value? 

Bethke: We couldn't see it in our sales. But our brand awareness has certainly increased as a result of the controversy. More people now know that we stand for fair and healthier drinks. In 2020 alone, over 100 newspapers and media outlets reported on the case. And often more than once.

Lemonaid is a prime example of a brand with purpose. What is behind the principle of social business?

Bethke: The founding idea of Lemonaid is based on the principle of social business. According to the motto "Drinking helps", we support various social projects in the regions where the ingredients are grown. Our aim is to show that business can be done differently. With a positive footprint in all areas.

Your soft drinks are not only available in trendy restaurants, but the supermarket chain REWE also sells Lemonaid. What does your involvement in Switzerland look like? What is planned?

Bethke: Switzerland still has huge potential for us. The scene is important for us in order to be recognized in other channels afterwards. We don't want to have to run expensive campaigns. In this respect, our route is via personal gastronomy and then into retail. In Switzerland, we can already be found in channels such as Alnatura and Coop.

A recent headline in the weekly newspaper The time with "The hour of the 40-year-olds". Your portrait lined up with political greats such as Annalena Baerbock and Jens Spahn. What do you think the time has come for??

Bethke: Time for a rethink. Away from profit maximization at any price. There are more and more challenges that can no longer be solved with outdated ways of thinking. And this is a point that the economy, as the driving force of society, should address. But it is often already doing so. I am very positive that a lot is happening here.

The Swiss Brand Congress on 17.8. 2021 at the Dolder Grand Hotel Zurich

The Swiss Brand Congress is the industry get-together for brand decision-makers, service providers and media representatives. On August 17, 2021, the "Who's Who" of the industry will meet at the Dolder Grand Hotel in Zurich. The 500 brand decision-makers will have numerous opportunities to get first-hand innovations and tips from the experts at the hybrid event concept. Over 30 speakers from successful national and international brands will be on stage.