Kräftig light New Reinheitsgebot Ad Campaign
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MyBeer Buzz
From Kraftig:
ST. LOUIS (April 2, 2013/mbb/) – St. Louis residents can attest to the fact that you don’t have to speak German to enjoy German beer. This simple idea led to the creation of a newly integrated advertising campaign for the William K Busch Brewing Company launching in St. Louis this week. The campaign features the company’s Kräftig light brand and includes updates to theKräftig.com website, new billboards, radio and the company’s first television commercials.
The off-beat humor of the “purity brewed campaign” is targeted at the light beer drinking consumer and celebrates the brand’s authentic German roots with a distinct, new American attitude. The bold, fresh product imagery in the ads was shot in a hyper clean, white environment to reinforce the backbone of the brand message of “purity brewed American beer”.
“Kräftig lager and Kräftig light were created as a testament to St. Louis’ respect for the way Germans brew their beer,” said William K. Busch, president and chief executive officer. “Giving a nod to my German heritage, our products were given a German name and are brewed under the well-respected German beer purity law, Reinheitsgebot.”
Reinheitsgebot, the oldest consumer protection law in the world, requires that only four ingredients be used when brewing beer – water, barley malt, yeast and hops.
Fleishman-Hillard, the agency of record for the brewery, created the advertising and collaborated with Katzman Studios and Spot Creative for production.
“Even though it’s distinctly German, the art of brewing beer and more importantly, enjoying it, transcends language,” said Tom Hudder, executive creative director at Fleishman-Hillard. “We wanted to deliver a lighthearted campaign that educates Americans on the benefits of Reinheitsgebot, and invites people to learn German the easiest way possible, by tasting.”
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