Case Study / Food & Beverages
Löwenbräu
Löwenbräu, traditional Bavarian beer
Client
Being a traditional brewery in Munich since the 19th century Löwenbräu is regarded as the embodiment of Bavarian beer. The beers are manufactured by the use of newest brewing technologies, according to traditional recipes and the Bavarian purity law. The product range varies from “Urtyp” and Original to “Radler” (shandy) and non-alcoholic beer.
Goal
The focus of the communicational work is on the positive enhancement of Löwenbräu’s corporate image and on the valorisation of the brand’s flavour in the core market Bavaria, in order to reduce existing purchase barriers and to intensify the differentiation from other regional competitors.
Strategy
The central messages and core values “quality and taste”, “tradition and modernity”, as well as “Bavarian masculinity and lust for life” are placed in key media, in order to reach the target group. Especially taste experiences and traditional festivals such as the Oktoberfest contribute to enhance the corporate image and to gain the target group’s sympathy for Löwenbräu.
Being a traditional brewery in Munich since the 19th century Löwenbräu is regarded as the embodiment of Bavarian beer. The beers are manufactured by the use of newest brewing technologies, according to traditional recipes and the Bavarian purity law. The product range varies from “Urtyp” and Original to “Radler” (shandy) and non-alcoholic beer.
Goal
The focus of the communicational work is on the positive enhancement of Löwenbräu’s corporate image and on the valorisation of the brand’s flavour in the core market Bavaria, in order to reduce existing purchase barriers and to intensify the differentiation from other regional competitors.
Strategy
The central messages and core values “quality and taste”, “tradition and modernity”, as well as “Bavarian masculinity and lust for life” are placed in key media, in order to reach the target group. Especially taste experiences and traditional festivals such as the Oktoberfest contribute to enhance the corporate image and to gain the target group’s sympathy for Löwenbräu.
Implementation
The target group’s change of perception of Löwenbräu is attained by a cross-media-strategy with emphasis on the regional press. By means of media co-operations or raffles in print media the target group is addressed directly, so that the winners become brand ambassadors via their taste experience and help to reduce causeless prejudices. Especially experiences, which are associated with traditional festivals such as looking behind the scenes of the Oktoberfest fortify the Bavarian image of the brand.
Result
The media presence of the Löwenbräu product range as well as the regional and national brand awareness with the lion as brand mark could be increased. The sales development of Löwenbräu Original in the lager beer segment revealed a positive increase of 4,5 %.
The target group’s change of perception of Löwenbräu is attained by a cross-media-strategy with emphasis on the regional press. By means of media co-operations or raffles in print media the target group is addressed directly, so that the winners become brand ambassadors via their taste experience and help to reduce causeless prejudices. Especially experiences, which are associated with traditional festivals such as looking behind the scenes of the Oktoberfest fortify the Bavarian image of the brand.
Result
The media presence of the Löwenbräu product range as well as the regional and national brand awareness with the lion as brand mark could be increased. The sales development of Löwenbräu Original in the lager beer segment revealed a positive increase of 4,5 %.
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