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.
Ogilvy brings Radeberger’s new brand attitude to life with the “Auf die Leidenschaft” campaign. 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.
