Content & Form: Graubünden beer conquers Graubünden

Graubünden beer conquers Graubünden. For the time being. Because very soon, the lowlands will also be able to enjoy the new Graubünden beer on a wide scale. Bündner Bier is appearing with a completely new brand identity and communication concept under the slogan "So. Und nid anderscht." (Like this and no different). The Chur AG brewery has launched its new product just in time for Gehla, the Graubünden Autumn Fair. The new beer, brewed by Graubünden people for Graubünden people, clearly distinguishes and sets itself apart from the previously known beers from the region in terms of taste and also appearance. The Chur brewery is thus saying goodbye to its previous product, Churer Bier, which was previously also marketed as Bündner Bier. The new Bündner Bier is intended as an alternative for beer drinkers who don't like bitter beer. Probably a slight dig at the local competition.

The Zurich-based BSW agency Inhalt & Form, which counts three real Graubündeners among its ranks, was commissioned with the relaunch and market introduction of the Graubünden beer. The fact that the market launch is primarily taking place in Graubünden also had a strong influence on the creative team at Inhalt&Form: they focused on authenticity, honesty and directness, typical characteristics that make up the charm of Graubünden. The visual appearance, which extends across the branding, the new website, the bottle design and the various communication measures, is straightforward, striking and at the same time modern and refreshing.

At the heart of the campaign are three viral episodes of "Tschapatalpers" - the marketing division of Bündner Bier. In a nutshell: Churer beer becomes Bündner beer, which has to be advertised so gigantically great that it will be on everyone's lips. The marketing department is called upon to come up with the groundbreaking idea that will put the fear of God into the Dutch "Böötli drivers. Otherwise, CEO Klaus says goodbye to Wendy, the intern beloved and coveted by all "Tschapatalpers", and sends her to the dreadful accounting department. A "Wingsut" base jump, in which protagonist Tschischuri opens a Bündner beer in a steep flight, saves Wendy's job.

The campaign is driven by the various social media channels such as Facebook and Twitter, which regularly provide witty dialog and entertainment with well thought-out seeding. Within two weeks - since the first two "Tschapatalpers" episodes were published and social seeding started - the Bündner Bier Facebook site already had over 2100 likes, and on Twitter, in addition to entertaining comments and suggestions, Bündner celebrities also joined in the discussions.

The fact that Graubünden beer is enjoying success in its homeland does indeed seem to be becoming a fact. Where will Graubünden beer go in the future? Directly to the Unterland, we would say. Like this. And no other way.

Responsible at Bündner Bier: Martin Bundi (Chairman of the Board), Schimun Murk (Member of the Board). Responsible for content&form: Serge Riedener (CD), Florian Molinari (AD Digital), Karin Estermann (AD), Fabian Zahner (Text/Concept), Nicolas Stark (Graphics), Simon Kümin (Social Seeding), Claudio Zier, Dominik Stibal (Consulting and Heimwehbündner), Kristian Brändle (Consulting Digital), David Constantin (direction, idea and edit), Sandro Calderlari (idea and edit), Sophie Toth (producer, Shining Pictures), Stefan Bircher (production, Shining Pictures), Stefan Künzler (DOP), André Seiler (composition), Bardo and Pete (sound design, edit/mix audio, jingle jungle).