THE BEST GERMAN STEREOTYPE

Development of a creative platform and the first advertising campaign of the Lowenbrau brand in Ukraine

Imported brands form the basis of the German beer segment in Ukraine. And in this there is a great merit of the company AB InBev EFES Ukraine, which has successfully imported the Lowenbrau brand for many years in a row, and on top of that was able to make it the leader of the segment.
And already in 2023, the company decides to launch the first local communication campaign and turns to Rockets with the task of developing a creative strategy and brand platform in Ukraine.

SITUATION

Lowenbrau is not just beer. It is a real German lovemark for consumers all over the world. Hailing from Bavaria, brewed according to the German Beer Purity Law, the official beer of Oktoberfest for over 100 years with its own pavilion for 3,000 people every year.
Lowenbrau is the brand with the greatest loyalty among consumers in the German segment. For those who have already chosen Lowenbrau, it is out of the question which German beer to choose. Therefore, if you want to win a new audience for the brand, it is better that they think the same way - if I want a delicious German beer, then it should be Lowenbrau.

STRATEGY

We decided to turn Lowenbrau into another stereotype that Germany is known for. German punctuality, strictness, and pedantry can be treated differently, but it is impossible not to love the true German Lowenbrau.

IDEA

To demonstrate this, in our videos we showed the stereotypical rules by which Germans live and added to them the main twist is Lowenbrau. So we gave new depth to stereotypes and turned them into golden rules that anyone with a golden lion bottle in hand can live by.

REALIZATION

The main video

Sponsorship

We did not forget this in the key visuals, reflecting the most German landscape, as well as a reminder of the most important golden German rule: only hops, malt and water.