Moenchshof Natur Radler - Blood Orange
Winner
Excellence in Brand Strategy and Creation
Brand Communication – Classic Campaign
Credits
Company / Customer
Details
In spring 2024, Mönchshof, a subsidiary of Kulmbacher Brauerei, introduced a refreshing addition to its popular and successful Natur Radler range: Mönchshof Natur Radler Blood Orange. The creative agency Lingner Marketing GmbH developed an emotionally activating campaign visual for the product launch, which fits into the existing brand world both visually and strategically and emphasises the special nature of the new creation.
The Jury‘s Statement
The brand Mönchshof, known for its tradition-conscious beer culture, demonstrates with the launch of its new “Natur Radler Blutorange” (Natural Radler Blood Orange) how authenticity can harmonize with a modern product ambition. The campaign visual impressively conveys the sensory and emotional qualities of the blood orange, presenting it as the protagonist of a special moment. At the same time, the aesthetics remain stylishly anchored in the brand world. The execution stands out for its attention to detail and its ability to precisely highlight the uniqueness of the new variety.
