Brand core creates 20 labels with Grisons sights for Calanda
After the successful pilot phase, Calanda launches the second edition of "Calanda Regional". The labels of the special edition of Calanda Lager feature 20 Grisons attractions chosen by the community. Brandenkern is responsible for the concept and design.
This year's campaign started with a call on Calanda's social media channels. The community was asked to make suggestions for regions that should get their own label. The suggestions with the most likes and positive reactions advanced to the next round. Thus, the fans promoted their favorite region with a lot of commitment. The result was a collection of 20 regions. In collaboration with the Calanda team, Markenkern selected suitable scenic highlights for each region and created 20 labels.
The beer with the special labels is available throughout the Calanda market area - in restaurants and bars and now also at Coop. Collector's cards are available for lovers of the labels.
The campaign is accompanied by a competition on social media in which guided tours of the Calanda brewery in Chur can be won. For lovers of the special labels, there are also collector's booklets to stick in at selected gastronomic establishments and on Facebook.
Responsible at Heineken SwitzerlandOliver Breininger (Brand Manager Heineken Switzerland). Responsible for brand core: Fabio Aresu (consulting); Jasmin Wilhelm (design, project management).
