Gerolsteiners Kampf gegen den Kater auf Wacken 2024
Gold
Excellence in Brand Strategy and Creation
Brand Communication – 360° Campaign
Details
"Between every liter of beer, a Zwischenwasser-Elixir is near!" With this motto, Gerolsteiner sent its mineral master Gerolt and his Zwischenwasser-Elixir into an epic battle against the hangover at Wacken Festival. On board: album cover artist Andreas Marschall, who turned the fight into a spectacular artwork, creating a look & feel that instantly resonates with every metalhead. The result: consistent storytelling based on real insight and 100 % "trueness" in creation—more "never seen before" from a water brand at a metal festival is hardly possible!
The Jury‘s Statement
Gerolsteiner, known as a mineral water producer, achieves an extraordinary connection between brand identity and metal culture with this campaign. The narrative around “Gerolt,” a druid, and his “Zwischenwasser-Elixier” (interwater elixir) captures the target audience’s affinity for fantasy stories and translates it into authentic, emotionally charged brand communication. The artwork by Andreas Marschall lends the campaign a distinctive aesthetic, consistently adapted across all channels. The immersive presentation at the Wacken Open Air reinforces the brand’s connection to its audience and adds clear value to the festival experience. This striking campaign sets benchmarks in combining brand staging with emotional relevance.
