Gerolsteiners Kampf gegen den Kater auf Wacken 2024
Best of Best
Excellence in Brand Strategy and Creation
Brand Experience of the Year
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, a leading German provider of mineral water, has impressively demonstrated how deeply brand work can be integrated into a specific target group with its project at Wacken Open Air 2024. With a captivating fantasy world surrounding the druid Gerolt and the “Zwischenwasser-Elixier” (Interim Water Elixir), the metal culture was not only respected but authentically enriched. The visual power of the artwork created by Andreas Marschall and the consistently holistic communication highlight the strategic precision and creative quality of the project. Particularly noteworthy is the bold and effective connection between escapism and brand messaging, which left a lasting impression both on-site and across media. This brand experience impresses with its charismatic execution and demonstrates how powerful storytelling and strategic brand work can create lasting emotional engagement.
