Recipe for enjoyable bitterness
Draftfcb says everything there is to know about Appenzeller—without giving anything away.
With the new appearance for Appenzeller, Draftfcb is visually building on the successful Appenzeller campaign of recent years. Appenzellers are known for their humor. The special quality of the legendary Alpine bitters should therefore also be emphasized in the usual humorous way. The consumer or connoisseur learns that there is a lot to say about its production and recipe. But what there is to say in detail is not revealed. What became a myth with Coca-Cola also works with Appenzeller: the recipe is top secret.
The agency is flirting with this "insider knowledge" from the bottle by making a detailed text on the subjects illegible with images of herbs and product elements such as bottles and jars. This trick is intended to make the campaign stand out visibly - starting immediately with advertisements and posters throughout Switzerland. "Everything said and nothing revealed," says CD Florian Birkner, delighted with the idea.
Instead, let us at least tell you the story of how the recipe for this Alpenbitter from Appenzell came about. Inspired by the many medicinal herbs of his homeland, a certain Emil Ebneter began experimenting in the spirits shop he founded in 1902. The "self-confident and dynamic young man" was soon able to present a product that could even be described as "medically recommended". The success was so great that Ebneter was allowed to move production to his parents' concert hall in 1908. Since then, a market-driven range has grown with more and more products. Today, 30 people work for Appenzeller. However, only two still know the recipe for Alpenbitter.
Andreas Panzeri
The agency is flirting with this "insider knowledge" from the bottle by making a detailed text on the subjects illegible with images of herbs and product elements such as bottles and jars. This trick is intended to make the campaign stand out visibly - starting immediately with advertisements and posters throughout Switzerland. "Everything said and nothing revealed," says CD Florian Birkner, delighted with the idea.
Instead, let us at least tell you the story of how the recipe for this Alpenbitter from Appenzell came about. Inspired by the many medicinal herbs of his homeland, a certain Emil Ebneter began experimenting in the spirits shop he founded in 1902. The "self-confident and dynamic young man" was soon able to present a product that could even be described as "medically recommended". The success was so great that Ebneter was allowed to move production to his parents' concert hall in 1908. Since then, a market-driven range has grown with more and more products. Today, 30 people work for Appenzeller. However, only two still know the recipe for Alpenbitter.
Andreas Panzeri
