Freistädter Bier - Wir sind so frei
Gold
Excellence in Brand Strategy and Creation
Brand Strategy – B2C
Details
The Austrian beer market is dominated by a large corporation—with a corresponding uniform taste. Freistädter beer stands for the opposite. The slogan “We are so free” says exactly what sets Freistädter apart: free from genetic engineering, free from additives, and without any multinational corporation behind it. Our positioning sharpens this attitude and combines it with regionality and independence. The campaign focuses on reduced, pointed messages and an attitude that is as honest as its beer.
The Jury‘s Statement
In a beer market shaped by corporate logic and interchangeability, Freistädter uses "Wir sind so frei" ("We are that free") to build a precise brand positioning rather than relying on routine references to origin. The claim brings together independence, regional rootedness and the production principle in a clear stance that is culturally anchored in the target group. Reduced posters, pointed copy and a cheeky guerrilla approach give this stance a distinctive form. Brand strategy is not merely stated here, but carried through consistently in language and appearance.
