Following last season’s success, Serviceplan Italia is once again behind the Italian campaign for Paulaner Münchner Hell, the German lager beer that enhances those shared moments most cherished by Italians.

To round out the project, Mediaplus Italia has developed a cross-media, geo-targeted media plan for Lombardy and Veneto, including OOH and DOOH activations, digital display, and YouTube.

At the heart of the campaign remains the tagline “It tastes better together”, which turns any occasion into a “Paulaner Match”: a barbecue, dinner with friends, or an after-work hangout that deserves the right beer to share.

The 2025 campaign expands with new out-of-home formats—strategically placed to reach the target audience during the most social seasons of the year, from spring to fall, when opportunities to come together multiply.

With a straightforward and recognizable storytelling approach, Paulaner and Serviceplan Italia continue to celebrate those special everyday moments that a genuine German beer can elevate. Because when it’s authentic, you can taste the difference.

Prost!

Credits
Client: Paulaner Brauerei Gruppe GmbH & Co. KGaA

• Head of International Brand Management: Hyeun-Mi Lee
• Senior Brand Manager International: Cathrin Greilich
• Brand Manager International: Saskia Fischer

Agency: Serviceplan Italia

• CEO & Chief Creative Officer: Stefania Siani
• General Manager: Ilaria Mosca
• Creative Direction: Giuliana Guizzi, Salvatore Giuliana
• Senior Art Director: Alex Fattore
• Senior Copywriter: Francesca Beltrami
• Art Director: Elisa Maria Guareschi
• Copywriter: Andrea Carone
• Account Supervisor: Monica Rovaris

Production House: Make

• Managing Director: Laura Moltrasio
• Executive Producer: Michela Giordana
• Producer: Cecilia Nepi
• Director: Marcello Lucini
• Director of Photography: Davide Artusi
• Audio Post-Production: Videozone
• Image & OOH Production: Laura Marazzi, Giovanni Cordero
• Digital Production: Mauro Ceppi

Media Agency: Mediaplus Italia

• CEO: Vittorio Bucci
• Client Lead: Sandra Castelli
• Digital Lead: Silvia Franco