Get out of the scene!
Beverages: McCann Erickson aims to open up a broader market for Amboss beer from Zurich's 5th district.
Drinks McCann Erickson wants to open up a broader market for Anvil beer from Zurich's Kreis 5 district. The trend is well known. In addition to the large beer brands that dominate the market in many places, a growing circle of lovers of the fine brew also enjoy pouring themselves a niche product. Amboss beer, for example, is one such trendy beer in Zurich's nightlife scene. Its Amber tastes similar to Ittinger Klosterbräu, which is already so popular that it has had to be brewed in Chur with the support of Heineken Switzerland since 2002. Such rapid fermentation is not intended for the Amboss brand. However, a corresponding market share is more than just a beer idea at McCann Erickson. "We want to turn Amboss into a global brand," jokes CD Peter Rettinghausen. The Zurich agency has now developed the first campaign for its new client. "Give the man a beer" is the slogan. It shows a man in various situations who could actually be helped with a beer in this scene.
A success out of nothingThree motifs have been realized so far. The photographs were taken by Julien Vonier. Rettinghausen promises that the funny beer stories will be continued throughout the year with further ideas. "The campaign idea can be played out across various media."
Anvil beer has been around since 1991, when secondary school teacher Mischa Gubler and technical businessman Pascal Stübi - both just under 20 years old at the time - brewed their first beer together in the kitchen. They later developed the final recipe in a purpose-built microbrewery in an arch of the Wipking railroad viaduct in Zurich's Kreis 5 district. From 2002, Amboss was briefly produced in the Back und Brau in Zurich's Steinfels area. The only product was an unfiltered amber beer in 20-liter barrels for open dispensing. Bottles only followed later. To meet the growing demand, a larger brewery had to be found in 2004. Amboss found a reliable and high-quality partner in the 140-year-old Baar brewery. Since then, Amboss beer has been brewed and bottled there according to original recipes.
The classic Amboss beer is amber-colored and unfiltered. This balanced, malty beer is still only available on tap. The same product is available in a filtered version in 33 cl returnable bottles.
Open beer is available in Zurich's nightlife scene in places such as Dynamo, El Lokal, IQ-Bar, Pier West, Plaza-Bar, Seefeld-Bar, Sphères and Wüste. Bottled beer is also available in the Tonimolkerei, Mascotte and Kraftfeld Winterthur, as well as in only a few stores so far - which will of course change soon with this campaign.
Andreas Panzeri
A success out of nothingThree motifs have been realized so far. The photographs were taken by Julien Vonier. Rettinghausen promises that the funny beer stories will be continued throughout the year with further ideas. "The campaign idea can be played out across various media."
Anvil beer has been around since 1991, when secondary school teacher Mischa Gubler and technical businessman Pascal Stübi - both just under 20 years old at the time - brewed their first beer together in the kitchen. They later developed the final recipe in a purpose-built microbrewery in an arch of the Wipking railroad viaduct in Zurich's Kreis 5 district. From 2002, Amboss was briefly produced in the Back und Brau in Zurich's Steinfels area. The only product was an unfiltered amber beer in 20-liter barrels for open dispensing. Bottles only followed later. To meet the growing demand, a larger brewery had to be found in 2004. Amboss found a reliable and high-quality partner in the 140-year-old Baar brewery. Since then, Amboss beer has been brewed and bottled there according to original recipes.
The classic Amboss beer is amber-colored and unfiltered. This balanced, malty beer is still only available on tap. The same product is available in a filtered version in 33 cl returnable bottles.
Open beer is available in Zurich's nightlife scene in places such as Dynamo, El Lokal, IQ-Bar, Pier West, Plaza-Bar, Seefeld-Bar, Sphères and Wüste. Bottled beer is also available in the Tonimolkerei, Mascotte and Kraftfeld Winterthur, as well as in only a few stores so far - which will of course change soon with this campaign.
Andreas Panzeri
