Barley juice from the heights
Beverages The USP of crystal-clear mountain spring water is intended to distinguish Calanda as a beer for connoisseurs.
Beverages The USP of crystal-clear mountain spring water is intended to distinguish Calanda as a beer for connoisseurs After the summer of the century, the Swiss beer market has collapsed again slightly: in 2003/2004, per capita beer consumption fell by 0.7 liters to 57.5 liters. The decline is more significant over a longer time horizon. According to the Swiss Brewers Association, the beer market has shrunk by 17 percent in 13 years. Even new specialty beers for the younger segments were unable to compensate for this negative trend, and it was in this difficult market environment that Calanda Bräu in Chur, part of the Heineken Group, launched the trendy Calanda Viva beer two years ago - with an animal-themed launch campaign, merchandise and an online presence. A wide-ranging marketing strategy with a clear lifestyle outline, which was apparently also intended to give the traditional lager a new lease of life.
At the same time, the advertising expenditure for the Calanda umbrella brand was reduced. In order to make the beer brand stand out from the competition and grow beyond the core region, a distinctive positioning was needed. Those responsible found this in the product characteristic: Graubünden mountain spring water. A raw material that few other breweries have the privilege of using and one that fits perfectly with the emotional image of nature.
That's why the Bernese agency Contexta went to the Alps as a first step for the TV and cinema spot to dramatize the USP with a quaint and funny short story: A group of mountain bikers quenching their thirst at a wooden fountain in Graubünden watch, puzzled and languishing, as a local outdoorsman holds an empty beer glass to the fountain pipe and taps a cool Calanda. The Morricone soundalike also twinkles with Grisons mischief. According to consultant Nadine Borter, further print versions will follow in this style during the thirsty season. Luca Aloisi
Nature in the throat: For Calanda, Contexta has translated the uniqueness of its beer one-to-one into a TV commercial.
Beverages The USP of crystal-clear mountain spring water is intended to distinguish Calanda as a beer for connoisseurs.
At the same time, the advertising expenditure for the Calanda umbrella brand was reduced. In order to make the beer brand stand out from the competition and grow beyond the core region, a distinctive positioning was needed. Those responsible found this in the product characteristic: Graubünden mountain spring water. A raw material that few other breweries have the privilege of using and one that fits perfectly with the emotional image of nature.
That's why the Bernese agency Contexta went to the Alps as a first step for the TV and cinema spot to dramatize the USP with a quaint and funny short story: A group of mountain bikers quenching their thirst at a wooden fountain in Graubünden watch, puzzled and languishing, as a local outdoorsman holds an empty beer glass to the fountain pipe and taps a cool Calanda. The Morricone soundalike also twinkles with Grisons mischief. According to consultant Nadine Borter, further print versions will follow in this style during the thirsty season. Luca Aloisi
Nature in the throat: For Calanda, Contexta has translated the uniqueness of its beer one-to-one into a TV commercial.
Beverages The USP of crystal-clear mountain spring water is intended to distinguish Calanda as a beer for connoisseurs.
