When the people of Aargau learned to brew
Beverage Market: Feldschlösschen brews its Urtrüb just as it did in 1876. SFLB is stoking the battle of the sexes over it.
Beverage market Feldschlösschen brews its Urtrüb just like in 1876. The same advertisers who recently raised a glass to the introduction of women's suffrage have recently been indulging in pre-emancipatory memories: "Beer like in the good old days - when women could still cook" and "when men didn't have to do any housework". As provocative as Spillmann Felser Leo Burnett's copy sounds, it applies to the new Feldschlösschen Urtrüb that they are to introduce. This is because the recipe for the rustic beer comes from company co-founder Theophil Roniger, who brewed his first Feldschlösschen in 1876. Boosting the specialty beer market
128 years ago, emancipation was still in its infancy. Nevertheless, the misogynistic headlines and nostalgic images, at least from a man's point of view, could be offensive to some women. Feldschlösschen Getränke AG accepts this and even expects it. Unlike watch manufacturer IWC, which uses chauvinistic headlines to appeal to women in particular, Feldschlösschen is aimed exclusively at a male target group. "The naturally cloudy beer appeals more to men in terms of product characteristics," says Matthias Kiess, Senior Brand Manager at Feldschlösschen. And he is even convinced that the traditional brew, almost as the mother of all beers, is a male product. According to Kiess, the campaign was designed to emphasize this characteristic.
In fact, the market segment for specialty beers, which includes naturally cloudy beers, is in decline. The Swiss population drank around 4.3 million hectoliters of beer last year. Of this, only 5.4 percent was accounted for by specialty beers. According to Matthias Kiess, the ratio between lager and specialty beers in the retail trade is 91 to 9. With the newly launched Feldschlösschen Urtrüb, the market leader wants to boost the consumption of specialty beers again. To this end, the brewery has withdrawn its predecessor product Quinto from the market. According to the senior brewery manager, this had more than passed its zenith and could not be properly positioned with customers due to the difficulty of communicating the five-grain concept.
This is now to be achieved with the broad campaign for Urtrüb. The young beer based on the old recipe enjoys the privilege over its predecessor of being recognizable as a naturally cloudy beer right from the name. And because the good old days were not only nicer for men at home, the SFLB creatives have not only designed misogynistic posters and advertisements for Urtrüb. The subject "When men were still men" shows the happy days when the stronger sex still shot the bear before selling the hide. Although unobjectionable from a woman's point of view, the image has already met with protest from hunting opponents.
And anyone who reads the headline "When there were fewer Aargauer in Zurich" in Zurich's main station and thinks that Aargauer jokes are hackneyed, even in advertising, must truly be from Zurich. After all, Feldschlösschen has been brewing beer in their canton for over 125 years.
Advertising like in grandma's dayPictures from yesterday for today's products: nostalgia seems to be catching on. Euro RSCG has already used yellowed portraits of famous men's wives for Swisscom IT Services. Hofer Kommunikation is also leafing through the family album for Visana Services and spicing up snapshots from the past with copies from today. The Zünd agency also conjures up old times, here for the trendy drink Cooler (see picture). The retro wave is
has also spilled over into creative agencies. No wonder: a shoot isn't cheap, and old photos are available after they expire
of the copyrights for free. (sk)
When beer was still cloudy and men were still in charge: Feldschlösschen recalls its founding years, and SFLB contributes some contemporary macho posturing >> page 9
Manly times at Feldschlösschen: After the hunt, it's straight to the beer.
Simone Keller
128 years ago, emancipation was still in its infancy. Nevertheless, the misogynistic headlines and nostalgic images, at least from a man's point of view, could be offensive to some women. Feldschlösschen Getränke AG accepts this and even expects it. Unlike watch manufacturer IWC, which uses chauvinistic headlines to appeal to women in particular, Feldschlösschen is aimed exclusively at a male target group. "The naturally cloudy beer appeals more to men in terms of product characteristics," says Matthias Kiess, Senior Brand Manager at Feldschlösschen. And he is even convinced that the traditional brew, almost as the mother of all beers, is a male product. According to Kiess, the campaign was designed to emphasize this characteristic.
In fact, the market segment for specialty beers, which includes naturally cloudy beers, is in decline. The Swiss population drank around 4.3 million hectoliters of beer last year. Of this, only 5.4 percent was accounted for by specialty beers. According to Matthias Kiess, the ratio between lager and specialty beers in the retail trade is 91 to 9. With the newly launched Feldschlösschen Urtrüb, the market leader wants to boost the consumption of specialty beers again. To this end, the brewery has withdrawn its predecessor product Quinto from the market. According to the senior brewery manager, this had more than passed its zenith and could not be properly positioned with customers due to the difficulty of communicating the five-grain concept.
This is now to be achieved with the broad campaign for Urtrüb. The young beer based on the old recipe enjoys the privilege over its predecessor of being recognizable as a naturally cloudy beer right from the name. And because the good old days were not only nicer for men at home, the SFLB creatives have not only designed misogynistic posters and advertisements for Urtrüb. The subject "When men were still men" shows the happy days when the stronger sex still shot the bear before selling the hide. Although unobjectionable from a woman's point of view, the image has already met with protest from hunting opponents.
And anyone who reads the headline "When there were fewer Aargauer in Zurich" in Zurich's main station and thinks that Aargauer jokes are hackneyed, even in advertising, must truly be from Zurich. After all, Feldschlösschen has been brewing beer in their canton for over 125 years.
Advertising like in grandma's dayPictures from yesterday for today's products: nostalgia seems to be catching on. Euro RSCG has already used yellowed portraits of famous men's wives for Swisscom IT Services. Hofer Kommunikation is also leafing through the family album for Visana Services and spicing up snapshots from the past with copies from today. The Zünd agency also conjures up old times, here for the trendy drink Cooler (see picture). The retro wave is
has also spilled over into creative agencies. No wonder: a shoot isn't cheap, and old photos are available after they expire
of the copyrights for free. (sk)
When beer was still cloudy and men were still in charge: Feldschlösschen recalls its founding years, and SFLB contributes some contemporary macho posturing >> page 9
Manly times at Feldschlösschen: After the hunt, it's straight to the beer.
Simone Keller
