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← Back to IdeasRadeberger toasts “To passion” and a new brand attitude together with Ogilvy
Frankfurt, 25 March 2024 – Ogilvy Germany is creating a new brand film for Radeberger Pilsner called “Auf die Leidenschaft” (To Passion). The respective campaign was launched on March 22 and is the prelude to a new Brand Attitude for the brewery from Radeberg, which believes that everyone should follow their passions and enjoy them.
Consumers’ expectations of brands have been rising for years. Social change and growing options of decision-making mean that the values and attitude of a brand are becoming increasingly important. People are defining themselves less and less in terms of “higher–further–faster” or their material possessions, but increasingly in terms of what they can do for themselves and society with passion and joy – and the meaning behind it.
The Radeberger brand, co-developer of Pilsner in Germany, has systematically refined its brand image. Ogilvy accompanied the repositioning, while Higgins Design provided a complete facelift for the logo and packaging. While the brand remains true to its core, it is taking a big step towards the future. It is also making a stronger commitment to its target group’s desire for individual fulfillment and self-determination. Many people want to find their own way and follow it with joy and pleasure. Radeberger reflects, appreciates and strengthens this purposeful and optimistic attitude to life and stands alongside like-minded people as a companion.
“Radeberger Pilsner believes that everyone should follow their passions and enjoy them,” says Kristin Winkler, Brand Manager at Radeberger, describing the brewery’s new Brand Attitude. “For the future of the brand, we are therefore moving away from a purely material claim to one that combines lived values and meaningful action with personal passions and an enjoyable life,” Winkler continues.
Radeberger Pilsner is not only guided by its own values and the goal of passionately brewing a very special Pilsner, time and time again. “Above all, we focus on the many people who pursue their own goals day after day. Who take their lives into their own hands and do meaningful things: for themselves and for others. On a large and small scale. Not because they have to, but because it fills them with passion and joy. And who simply enjoy creating something new and growing personally in the process. We are happy to support all these ‘doers’ with our Radeberger Pilsner,” says Marco Domogalski, Marketing and General Manager of Radeberger Exportbierbrauerei.
Ogilvy brings Radeberger’s new brand attitude to life with the “Auf die Leidenschaft” campaign. Lars Huvart, Executive Creative Director at Ogilvy, explains how: “We celebrate that everyone should follow their passion and ‘do their thing.’ Because no matter what you personally set out to do – if you approach it with passion, it gets better and you can enjoy it more.” This makes Radeberger a companion for personal passions and the beer to enjoy on the way to individual goals.
The campaign is also intended to open up Radeberger Pilsner to a younger target group, make it more generally accessible and give the brand a new attitude. The new brand film will be shown on TV from March 22. Out-of-home media and extensive social media activities on Instagram, Facebook, TikTok, YouTube and Spotify round off the large-scale communication campaign.
Vimeo Link: https://vimeo.com/926334922?share=copy
The creators:
Radeberger
Marco Domogalski, Marketing and General Manager, Radeberger Exportbierbrauerei
Kristin Winkler, Brand Manager, Radeberger Exportbierbrauerei
Nicole Fischer, Media Designer, Radeberger Group
Ogilvy
Strategy: Frank Tavidde; Creation: Lars Huvart, Holger Schupp, Patrick Willomitzer; Consulting: David Henkel, Lisa Greschuchna; Production: Heike Windfelder
Production
Film production: Bears Calling; Post Production: Das Werk; Music agency: 86 Tales; Director: Paul Gerwien; DOP: Diego Rosenblatt; BTS/Social Media: Frank Weber; Fotography: Sven Jacobsen
Media: OMD
Packaging Design: Higgins Design
Ogilvy press office
Ogilvy GmbH, Darmstädter Landstraße 112, 60598 Frankfurt, Germany
Telephone: 069 9622 500 23 | presse@ogilvy.com | LinkedIn: Ogilvy Germany