MECKATZER LÖWENBRÄU JUBILÄUMSKAMPAGNE „120 JAHRE WEISS-GOLD“
Winner
Excellence in Brand Strategy and Creation
Brand Experience of the Year
Details
On the occasion of the 120th anniversary of MECKATZER Weiss-Gold – registered as the first Allgäu beer brand in 1905 – the signature brand of Meckatzer Löwenbräu was communicatively repositioned. In a declining and highly competitive market, the objective was to translate tradition into contemporary relevance. Guided by the principle “People make brands”, the campaign empowered employees, customers and loyal fans as authentic brand ambassadors. Across retail and gastronomy, print and digital channels, a coherent brand experience was created – delivering measurable impact on brand loyalty, perception and sales.
The Jury‘s Statement
In a declining market, Kainz Werbeagentur did not stage Meckatzer Weiss-Gold nostalgically, but repositioned it as a living heritage brand. The campaign places employees, customers and fans at its centre and turns a sense of belonging into a brand experience carried consistently across retail, hospitality, print and digital channels. Its clear visual language, real stories and close link between identity and activation give the brand renewed proximity where loyalty and purchase decisions are formed.
