German beer brand Erdinger Weissbier, distributed in the UK by Carlsberg Marston’s Brewing Company, has become the number one imported wheat beer in the UK.
The brand attributes its success to its “impactful and well-targeted” marketing featuring brand ambassador and Liverpool FC manager Jürgen Klopp.
Creative agency MediaCom Manchester are responsible for implementing the nationwide campaign and have collaborated with Erdinger for two years.
The “Never skim an Erdinger” campaign was delivered to craft beer drinkers through a mix of VoD, out-of-home and digital media placements. The brand, a “genuine” import from Erding in Germany, also challenged established companies in the market including Hoegaarden and Leffe.
“The focus of the “Never skim an Erdinger” campaign was on the beauty and enjoyment of the foam on a freshly poured Erdinger, convincingly conveyed by Jürgen Klopp,” MediaCom said.
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A second advertisement also ran shortly after Liverpool FC’s title success, including an ad-funded documentary with Channel 4 that followed the life and career of the German football manager.
“The Erdinger campaign tapped into key audience insights to provide maximum impact among our most appropriate target customers, making the challenger-budget campaign feel significant to those most likely to try an Erdinger for the first time,” MediaCom Manchester business director, Chris Pollard, said.
“The campaign utilised digital media across AV, OOH and the internet allowing targeted messaging and phasing to punch above our weight.”
“What’s been amazing with this work is that by combining clever targeting, creative and a great fitting brand ambassador in Jürgen – who like the product is authentic, unpretentious and unmistakable.”
Erdinger head of media content, Daniela Martens added: “Since the launch of our Never Skim an Erdinger campaign in the UK, Weissbier sales have gone up more than 62% (versus a category growth of just 12.5%), despite Covid and trade restrictions.”
“We worked with MediaCom to plan the carefully curated roll out, not only capitalising on Jürgen’s strong following both in the North West and nationally but to reach audiences in the most authentic way to drive impact.”
“We never dreamt that Never skim an Erdinger would eventually become an English catch-phrase.”
A third instalment of the campaign will be aired in May.
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