«Let's just give it a try»: A woman from Valais is banking on the Black-Nosed Sheep
With its new «Brich eifach mal üs» campaign, the Valais-based beer brand Valaisanne showcases small escapes from everyday life—featuring a headstrong Blacknose sheep as its brand ambassador. The campaign was created by BrinkertLück.
Valais Campaign Focuses on Escaping the Daily Grind
Appointments, traffic jams, the next task on the to-do list: Everyday life often sets the pace. This is exactly where the new Valaisanne campaign comes in. With the slogan «Just take a break,» the Valais beer brand highlights the desire for small breaks from the daily routine—and positions itself as a beer for moments of enjoyment away from the hustle and bustle of everyday life.
The campaign was conceived and implemented by the agency brinkertlück Switzerland in collaboration with the Valais-based agency Schnyder Werbung. The Valais, as the brand’s place of origin, and the distinctive Blacknose sheep serve as brand ambassadors—a choice rich in symbolism.
A sheep with a mind of its own
The Blacknose sheep once again features as a defining element in the campaign. Carole Helfenstein, Brand Director at Valaisanne, explains the decision as follows: «The Blacknose sheep represents values such as a love of freedom, independence, and originality. Black-nosed sheep are known for having a mind of their own. They stubbornly go their own way and, every now and then, like to break away from the herd. And the same goes for Valaisanne connoisseurs.»
The goal of the campaign is to further establish Valaisanne, particularly in German-speaking Switzerland.
The commercial hints rather than shows
At the heart of the Valaisanne campaign is a TV commercial in which the Black-Nosed Sheep takes center stage. The actual moment of enjoyment is deliberately not shown directly, but merely hinted at—through the varied ways a Valaisanne bottle is opened in different situations. The campaign relies on suggestion and invites viewers to imagine the rest of the story for themselves.
Out-of-Home, Social Media, and Playful Media Use
The campaign is complemented by initiatives on social media, online, and through out-of-home channels. Here, too, the campaign deliberately plays with the medium: on double OOH billboards, the sheep symbolically breaks out of the frame—a visual break that brings the campaign concept to life.
For more information about Valaisanne, visit https://www.valaisanne.ch available.
Contact at Brauerei Valaisanne: Carole Helfenstein, Brand Director. Contact person at brinkertlück Switzerland: Campaign Implementation. Other participating companies: Schnyder Advertising (concept and execution), iProspect.
