Echt Württemberger® Weinmacher
Winner
Excellence in Brand Strategy and Creation
Brand Communication – 360° Campaign
Details
Image became provenance. Communication became commitment. With “Echt Württemberger® Weinmacher”, a protected designation of origin was created, bearing the character of a seal and bringing regional identity, craftsmanship and cooperative strength visibly to every bottle. Instead of interchangeable lifestyle messaging, the 360° launch of the newly reintroduced brand focused on clear product anchoring, a confident stance and a unifying promise of quality. In a declining market, the brand achieved 300 million contacts, above-average media efficiency, strong digital scalability and a renewed sense of shared identity across the entire network.
The Jury‘s Statement
Where origin in the wine market is often merely narrated, PRINZIP E anchors it visibly in both the product and the communication. With "Echt Württemberger® Weinmacher" ("Authentic Württemberg Winemakers"), a rather general umbrella brand becomes a protected mark of origin that unites the co operative network without obscuring the individuality of its members. The campaign carries this repositioning across channels through reduced visual language, concise headlines and a strong presence at the POS. Its impact stems from the clear connection between brand strategy, bottle design and rollout.
