The mountain is calling, the beer should finally come
Beer The hippopotamus from the TV commercial is stepping down. Eichhof beer is now relying on the symbolic power of Pilatus to differentiate itself more clearly than before through its origins.
Beer The hippopotamus from the TV commercial is stepping down. Eichhof beer is now relying on the symbolic power of Pilatus to differentiate itself more clearly than before through its origins.
Eichhof beers are foaming with success: Despite years of declining demand for beer, Eichhof, Switzerland's largest independent brewery, has also been able to improve its profitability in this area in recent years. Among other things, thanks to optimization of the product range and a focus on high-quality, high-margin beers. This was possible thanks to the right product positioning and the expansion of the sales market in Ticino and German-speaking Switzerland, which enabled the company to displace competing products and capture a good eighth of the Swiss beer market. The Lucerne-based holding company is meeting the ongoing challenge in this business area with long-term supply contracts and a constant build-up of the strong brand value. Eichhof beers should not be perceived as banal thirst quenchers, but as cultural beverages with attention to detail right down to the bottle label.
Whereas Eichhof previously promoted the image and awareness of its ten beers by communicating their authenticity and tradition as well as the wide range of specialties, the fresh spring water from Pilatus is now being brought to the fore.
For the in-house agency Lesch + Frei (L+F) as well as for the brewery, it was clear that the chain reaction spot used so far, in which a beer thief is crushed by a hippopotamus, did not communicate the origin-related taste experience enough, despite its originality. A new implementation is now being considered. Although work has been underway for six months to establish the brand's unique position with Pilatus water, Calanda - also for the national brand strategy - has recently placed the origin aspect and pure mountain water at the center of its advertising presence.
Patrick Naef, consultant at L+F, asks the crucial question himself: "Who was there first? We only knew that Calanda would also be using mountain spring water in its advertising, but not in what form. After all, the water still has a function in our Eichhof TV commercial."
The film shows a group of young people going for a hike in the Pilatus region on a hot day. The protagonist believes he has found the refreshment he deserves in the fresh water of a babbling spring.
But just as he is about to take a sip, the spring dries up and then, to everyone's surprise, gushes forth again. Every attempt he makes is a slapstick failure. Because, as the story goes, every time the spring dries up, a pub taps an Eichhof beer brewed with fresh Pilatus water.
In the medium term, all measures will be aligned with the new positioning.
The world of the Alps vouches for the taste: spring water bubbles up in the spot for Eichhof beers.
Luca Aloisi
Eichhof beers are foaming with success: Despite years of declining demand for beer, Eichhof, Switzerland's largest independent brewery, has also been able to improve its profitability in this area in recent years. Among other things, thanks to optimization of the product range and a focus on high-quality, high-margin beers. This was possible thanks to the right product positioning and the expansion of the sales market in Ticino and German-speaking Switzerland, which enabled the company to displace competing products and capture a good eighth of the Swiss beer market. The Lucerne-based holding company is meeting the ongoing challenge in this business area with long-term supply contracts and a constant build-up of the strong brand value. Eichhof beers should not be perceived as banal thirst quenchers, but as cultural beverages with attention to detail right down to the bottle label.
Whereas Eichhof previously promoted the image and awareness of its ten beers by communicating their authenticity and tradition as well as the wide range of specialties, the fresh spring water from Pilatus is now being brought to the fore.
For the in-house agency Lesch + Frei (L+F) as well as for the brewery, it was clear that the chain reaction spot used so far, in which a beer thief is crushed by a hippopotamus, did not communicate the origin-related taste experience enough, despite its originality. A new implementation is now being considered. Although work has been underway for six months to establish the brand's unique position with Pilatus water, Calanda - also for the national brand strategy - has recently placed the origin aspect and pure mountain water at the center of its advertising presence.
Patrick Naef, consultant at L+F, asks the crucial question himself: "Who was there first? We only knew that Calanda would also be using mountain spring water in its advertising, but not in what form. After all, the water still has a function in our Eichhof TV commercial."
The film shows a group of young people going for a hike in the Pilatus region on a hot day. The protagonist believes he has found the refreshment he deserves in the fresh water of a babbling spring.
But just as he is about to take a sip, the spring dries up and then, to everyone's surprise, gushes forth again. Every attempt he makes is a slapstick failure. Because, as the story goes, every time the spring dries up, a pub taps an Eichhof beer brewed with fresh Pilatus water.
In the medium term, all measures will be aligned with the new positioning.
The world of the Alps vouches for the taste: spring water bubbles up in the spot for Eichhof beers.
Luca Aloisi
