How Uszit wants to make a new drinks category better known
The Uszit beer brand is expanding with a new alcoholic iced tea—a beverage category that didn't exist before. Ringier Advertising's Brand Studio is handling the launch campaign.
Uszit lager, which supports the Swiss forest with 5 centimes per can, has had support since May: Hard Tea by Uszit is an iced tea with 4.5% alcohol by volume - and thus a new beverage category in Switzerland. To communicate this to the outside world, Ringier Advertising's Brand Studio launched a campaign celebrating "Tea Time".
The somewhat stiff and dusty concept is broken up by authentic, sometimes unconventional visuals. The typographic solution, reminiscent of graffiti, is intended to reinforce this contrast and give the seven subjects an urban character.
The campaign is aimed at a broad target group of adults. In addition to the website, the launch campaign includes digital advertising material, a large-scale social media campaign and POS and gastronomy measures. As with beer, 5 centimes of every can of Hard Tea will go towards protecting the Swiss forest.
Responsible Brand Studio: Fabian Zürcher (Director), Jana Leonhard (Head of Creative Concepts), Elgee David Wee (Art Director), Laura Mancino (Head of Consulting), Ulli Glantz (Head of Image), Lukas Spichtig (Social Media), Ivo Tuchschmid (Social Media), Hauke Broschat (Senior Media Consultant). Responsible at Uszit: Astrid Roland (Brand Director), Jeannine Grossmann (Senior Brand Manager).
