FC "Ai du scheene" beats the Böögg 1:0
Beer MRG Communications, which operates in Basel and Zurich, has turned the Zurich-Basel rivalry into a campaign for Warteck.
Warteck-Bier is now launching a new image campaign after a dry spell
through. The occasion is the 150th anniversary and the specially brewed
Jubiläumsbier Warteck 1856.
Warteck was taken over by Feldschlösschen Getränke AG in 1989.
The "likeable beer from the Basel and Jura region" (website) is
still popular with many aficionados due to its origins in Kleinbasel.
appreciated as "the beer for Basel". This positioning is reflected in the
new image campaign not only maintained, but strengthened, "because
local brands give consumers the certainty and
orientation that they need in our globalized, heterogeneous world.
miss," says MRG Communications.
Founded in 1999, the agency employs around 30 people in two locations.
offices in Basel and Zurich. From this geographical span, MRG has
now also nurtured the basic tension for their beer campaign. The
Warteck's new image campaign focuses on the solidarity of Warteck
with Basel and the people of Basel with each other. Because Baslers are, as is well known
known and proud to have a strong sense of togetherness and
have. This is not only most evident every year at the carnival.
expression when people in Basel make fun of people from Zurich.
The image campaign starts with three provocative poster subjects with
witty comparisons between Basel and Zurich, in which the Zurich team
naturally perform somewhat less well. At the same time
Gastropromotions and advertisements for the new Warteck 1856 anniversary beer
attention. The campaign starts at the end of February and will be
March is accompanied by a new website.
First comes the beer, then the culture
Zurich and Basel are not as different as the way they are used.
of former breweries. A popular saying is "in vino
veritas". This truth must by now have led to the realization that "where there's beer, there
Culture" will be expanded. In Zurich, the first
Löwenbräu site and later also on the former site of the brewery
Hürlimann is a versatile center for small businesses with a cultural
touch and cultural enterprises of all kinds have emerged since the
Beer production with the sale to Feldschlösschen in Rheinfelden
has been withdrawn. At the Warteck brewery in Basel, too
naturally no longer brewed beer since the niche producer went public in 1989.
market leader Feldschlösschen has been sold. Just like in Zurich
- and not otherwise, as the Warteck advertising probably likes to satirize it
the former brewery site is now a public cultural space.
has been set up. The idea was the brainchild of Basel architect Roger
Diener back. He has a vision of a "workroom" in the castle-like building.
Warteck" was envisioned. This idea has been brewing more and more,
until an association of the same name was founded in 1994.
This association is now the tenant of the entire former Warteck site and
sublets the individual rooms to individual projects.
They are self-employed and financially independent. More than 30
Small businesses, interest groups and non-profit organizations
Organizations with different structures and working methods
are now using the old brewery. The projects include
Agrico - a cooperative for organic farming - as well as
DOKU, the documentation center for Basel artists. Alchemy_space
is called an "ivory tower" for thinking and discussing. There is also
Sculpture studios, agencies for new media or electronic
Publishing. Of course, there are also several artists' studios or
For example, the training center of the well-known troupe Cîrqu'enflex in the
Brewery installed. Also open to the public are a pub and
the former brewhouse for cultural events.
Andreas Panzeri
