An A-shot can be this cozy
FCBLK gives Appenzeller Alpenbitter a youthful image to mark its 100th anniversary
FCBLK gives Appenzeller Alpenbitter a youthful image for its 100th birthdayBy Ernst Weber Appenzeller Alpenbitter is 100 years old this year. The producer Emil Ebneter, based in Appenzell, is communicating the anniversary with an appearance by its agency FCB Leutenegger Krüll (FCBLK). The creative, high-percentage campaign by the Walliseller advertisers presents the herbal schnapps with humor as a brand without age-related complaints.
Appenzell has a centuries-old tradition of medicinal herbs. Towards the end of the 15th century, for example, the physician and naturalist Paracelsus, who spent most of his life traveling through Europe as an itinerant doctor, is said to have stayed in the Appenzell region for some time. And even today there are still monasteries in this region that produce their own herbal products.
However, it was only 100 years ago that Appenzell produced what is probably the most popular herbal product. It is not so much a remedy as an alcoholic beverage, although at the time it could be described as "medically recommended": Appenzeller Alpenbitter. The "genie in a bottle from Appenzell" was invented by spirits merchant Emil Ebneter. In 1902, he founded the family company of the same name on the outskirts of Appenzell, which still produces the bitter today. Now the jubilant company has commissioned the Walliseller agency FCBLK to distil the herbal schnapps for its milestone birthday.
For legal reasons, the brand becomes a human
To avoid coming into conflict with the Alcohol Act, the presentation treats the product as a jubilee. As if celebrating a person's birthday, the text refers throughout to a "100-year-old Appenzeller". According to CD Mike Krüll, this designation is legally permitted, as it can only be associated with the product by the consumer's own mental effort, without using the definition Alpenbitter.
This applies in particular to classified advertisements in which neither a pack shot nor a logo refer to the product. The viewer must realize for themselves that the statements allude to the product - for example in the sentence "As a 100-year-old Appenzeller, I show the boys where the hammer hangs." If the words Alpenbitter were added to the advertising material, it would have been up to the legislator to show the manufacturer and agency where the said tool hangs.
The personification of the product in the advertising text links the individual components of the anniversary presentation verbally - because there is no visual coherence. An exception to this communicative feature is, of course, a motif depicting a standing and two lying Appenzeller bottles. Only the bottom of the latter can be seen. Supported by the headline "1902-2002", the viewer will interpret the "still life" as the number 100.
Only where the graphics make reference to Appenzell folk art is there a partial visual correspondence between the anniversary appearance and the basic campaign. For example, the yellow background of the advertisements and posters as well as the red decorative strip that borders the color area. In terms of content, the presentation creates tension by contrasting the traditional elements with a freedom of ideas.
"The campaign is structured in such a way that it is not a campaign. Each subject stands for itself," says Mike Krüll. He is convinced that Appenzeller advertising "has to be particularly experimental in order to give the viewer a new kick". After all, FBCLK is advertising a product with a brand awareness level of almost one hundred percent. For this reason, the realizations, always within the framework of the law, are designed according to the guiding principle "the crazier, the better". "If it weren't for the law, we'd be doing things in a completely different way," says the Creative Director of FCBLK.
Overcoming the target group conflict
There is an inherent dynamism in the creative realization of this "unbiased" style. It lends the Appenzeller performance a youthful connotation that is also appreciated by an audience that is not very familiar with herbal schnapps: namely women and men between the ages of 20 and 40.
The reason for younger people's disinterest in the herbal drink is not so much the bittersweet taste, but rather that this target group does not like the local, rural positioning contained in the product name Appenzeller Alpenbitter.
This is probably one of the main reasons why sales of the 29% "Dibidäbi" are stagnating. Other foreign herb-based products such as Fernet Branca, Jägermeister and Underberg are currently experiencing an upswing among the aforementioned target group. Italian brands such as Averna and Ramazotti are also continuing to expand on the Swiss market.
"Our big task is to at least maintain sales," says Hans Heierli, Deputy Managing Director and Head of Finance and Administration at Emil Ebneter.
The Appenzeller becomes an A-Shot or an A-Drink
As there is little prospect of an increase in consumption among the traditional target group due to the current market situation, the current trend is being used as an opportunity to generate additional sales among 20 to 40-year-olds. For this target group, the herbal bitters will no longer be called Appenzeller. The name A-Shot or A-Drink replaces the original product name. "We must not simply switch to youthful advertising, i.e. into the Ramazotti and Averna camp, as we would otherwise alienate our loyal customers," says Hans Heierli, explaining the dual approach.
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Appenzell has a centuries-old tradition of medicinal herbs. Towards the end of the 15th century, for example, the physician and naturalist Paracelsus, who spent most of his life traveling through Europe as an itinerant doctor, is said to have stayed in the Appenzell region for some time. And even today there are still monasteries in this region that produce their own herbal products.
However, it was only 100 years ago that Appenzell produced what is probably the most popular herbal product. It is not so much a remedy as an alcoholic beverage, although at the time it could be described as "medically recommended": Appenzeller Alpenbitter. The "genie in a bottle from Appenzell" was invented by spirits merchant Emil Ebneter. In 1902, he founded the family company of the same name on the outskirts of Appenzell, which still produces the bitter today. Now the jubilant company has commissioned the Walliseller agency FCBLK to distil the herbal schnapps for its milestone birthday.
For legal reasons, the brand becomes a human
To avoid coming into conflict with the Alcohol Act, the presentation treats the product as a jubilee. As if celebrating a person's birthday, the text refers throughout to a "100-year-old Appenzeller". According to CD Mike Krüll, this designation is legally permitted, as it can only be associated with the product by the consumer's own mental effort, without using the definition Alpenbitter.
This applies in particular to classified advertisements in which neither a pack shot nor a logo refer to the product. The viewer must realize for themselves that the statements allude to the product - for example in the sentence "As a 100-year-old Appenzeller, I show the boys where the hammer hangs." If the words Alpenbitter were added to the advertising material, it would have been up to the legislator to show the manufacturer and agency where the said tool hangs.
The personification of the product in the advertising text links the individual components of the anniversary presentation verbally - because there is no visual coherence. An exception to this communicative feature is, of course, a motif depicting a standing and two lying Appenzeller bottles. Only the bottom of the latter can be seen. Supported by the headline "1902-2002", the viewer will interpret the "still life" as the number 100.
Only where the graphics make reference to Appenzell folk art is there a partial visual correspondence between the anniversary appearance and the basic campaign. For example, the yellow background of the advertisements and posters as well as the red decorative strip that borders the color area. In terms of content, the presentation creates tension by contrasting the traditional elements with a freedom of ideas.
"The campaign is structured in such a way that it is not a campaign. Each subject stands for itself," says Mike Krüll. He is convinced that Appenzeller advertising "has to be particularly experimental in order to give the viewer a new kick". After all, FBCLK is advertising a product with a brand awareness level of almost one hundred percent. For this reason, the realizations, always within the framework of the law, are designed according to the guiding principle "the crazier, the better". "If it weren't for the law, we'd be doing things in a completely different way," says the Creative Director of FCBLK.
Overcoming the target group conflict
There is an inherent dynamism in the creative realization of this "unbiased" style. It lends the Appenzeller performance a youthful connotation that is also appreciated by an audience that is not very familiar with herbal schnapps: namely women and men between the ages of 20 and 40.
The reason for younger people's disinterest in the herbal drink is not so much the bittersweet taste, but rather that this target group does not like the local, rural positioning contained in the product name Appenzeller Alpenbitter.
This is probably one of the main reasons why sales of the 29% "Dibidäbi" are stagnating. Other foreign herb-based products such as Fernet Branca, Jägermeister and Underberg are currently experiencing an upswing among the aforementioned target group. Italian brands such as Averna and Ramazotti are also continuing to expand on the Swiss market.
"Our big task is to at least maintain sales," says Hans Heierli, Deputy Managing Director and Head of Finance and Administration at Emil Ebneter.
The Appenzeller becomes an A-Shot or an A-Drink
As there is little prospect of an increase in consumption among the traditional target group due to the current market situation, the current trend is being used as an opportunity to generate additional sales among 20 to 40-year-olds. For this target group, the herbal bitters will no longer be called Appenzeller. The name A-Shot or A-Drink replaces the original product name. "We must not simply switch to youthful advertising, i.e. into the Ramazotti and Averna camp, as we would otherwise alienate our loyal customers," says Hans Heierli, explaining the dual approach.
AD Rating
Appenzeller campaign Some of the judgments about the Facts campaign were bitter. A bitters for Frank Bodin! You can find out whether the FCBL campaigners will soon need a sip for their Appenzeller campaign at www .werbewoche.ch /adrating.
Facts-Campaign Top: 25,16%
Flop: 74,84%
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