Creative guiding idea for differentiation in the market
Challenge
Large beer corporations such as Heineken or Brauunion in Austria are the strongest players in the aggressive competitive environment - unlike the private brewery Stiegl, they focus their activities on shareholder value.
There is a lack of consistency in brand communication. Too many different campaigns/TV spots characterize the fragmented brand image - there is a lack of constant brand codes that are stringently enforced across all communication activities.
Our task was therefore to create a creative central idea in the form of a brand/image campaign that is stringent and consistent across all touchpoints and positions Stiegl on the market as an independent player with a strong character.
True to life and proud of it
Solution
The new, all-encompassing brand relaunch establishes the appreciative raising of the glass or bottle as a universal gesture of respect and positions Stiegl not only as the first choice for toasting life's small and big achievements together, but also as the beer of all Austrians.
These Austrians and Stiegl consumers are also at the center of the first communication measures: self-confident statements that stand for individual pride on the one hand, but can also be interpreted as the brewery's pride in its beer, its highest quality and its traditional company history on the other, create an arc of tension between brewery, product and consumer.
"The campaign expresses precisely the feeling that was tangible for us at all times in our collaboration with Stiegl: the pride of being private on principle and a true original in the midst of the standardized brew. "
Creative Director
Wien Nord Serviceplan
Key Takeaways
#1
Use universal gesture as a new brand element
#2
You can also be self-confident as a brand
#3
A brand relaunch requires consistency and consistency
