One man, one word - one beer

Alcoholic beverages Content & form wants to
a tasty and viral positioning of Feldschlösschen's beer brand
Bringing Hürlimann out of the woodwork. "What, they still exist?" The most common
reaction reflects the perception and current profile of the
Zurich's traditional beer brand Hürlimann. A street survey by the
advertising agency Inhalt & Form, which won the budget in a multi-stage
The presentation of the competition, which was won by the
days. The Hürlimann star, which joined the Rheinfeld beer family in 1996
Feldschlösschen, has only shone weakly for several years.
And this in a shrinking market - per capita consumption fell in 2004
to 57.3 liters, the lowest value since 1990.
But the trend is also moving in the direction of local color and thus towards a
greater diversity. However, this has been growing for years, mainly thanks to
niche products, i.e. specialty beers. And as such you can
Hürlimann cannot be described as such. The brand still enjoys a good reputation in almost all
age groups have a high to very high level of awareness, says consultant Jürg
Meyer. However, there is little left of the brand personality and its core.
something retrievable. Only nostalgics are still attached to the workers' beer and its
down-to-earth image, which was also characterized by the
Horse and cart used to distribute the barrels to the restaurants.

Clients willing to take risks
To relaunch the brew, the creative team around CD Serge
Riedener and AD Daniel Käser received from the client a certain
Willingness to take risks. There is not much image capital to
lose. And so the almost 170-year history of beer is being
The new look continues, at least as far as the advertising presence is concerned.
Based on the fact that three out of four beer consumers are men
the central statement was formulated and sharpened to make it
Attention-grabbing and amusing on "Hürlimann - only for men"
to. Three words for the claim that is easy to remember and recognizable
and should be enough to set the beer apart from the competition.
The male positioning is "free of any chauvinism", says Meyer,
initially implemented on posters, advertisements and cinema spots. Of course
everyone in the advertising idea the relationship with the detached
IWC power campaign. However, industries and target segments are so far apart
that, after the initial irritation, the parallelisms even
seem more typical for a beer. In any case, in
international beer campaigns more and more often shirt-sleeved
flippancy, which is reflected in her response to political
Correctness is particularly popular with young audiences.
As simply knitted as the men, the
Hürlimann campaign: product - whether as a stick or in a six-pack - in front of red
background, accompanied by a pithy headline such as "The
A climax for men. And guaranteed not a fake one" or "The
Man survives three days without fluids. Real guys don't".
The campaign is complemented by the newly designed website,
which will also be cheekier and younger. Here you can
online test to measure its virility. Anyone who fails ends up on the site
from Betty Bossi.    

Luca Aloisi