“Ottakringer Lager” product launch and food retail and street promotion series

Briefing

In April, Ottakringer launched the new “Ottakringer Lager”, accompanied by a practical and innovative 11-pack crate. KESCH’s task was to create awareness for these new products, conduct tastings and promote an emotional connection to the brand. The target group comprised everyone over the age of 18, with the promotion aimed at a broad audience in Vienna and later also in the provinces.

Implementation

KESCH implemented the promotion in the form of a roadshow in Vienna and the provinces, which included tastings at various locations. With an eye-catching set-up consisting of counters, cool boxes, branded balloons and the “flying 11 crate”, the target group’s attention was drawn to the new products. An interactive course demonstrated the practicality of the new crate, while a wheel of fortune offered attractive prizes, including vouchers for Ottakringer events and exclusive merchandise items.

Result

A total of 18 operations were carried out in Vienna and the provinces during the street promotion, with each operation lasting just one day. During these campaigns, 0.5-liter cans and bottles were sampled, with between 800 and 1,000 units distributed per campaign. The food retail promotion comprised 24 stops in various supermarkets in and around Vienna (Billa, Spar, Eurospar and Interspar). The setup of the LEH promotion included the so-called Zapfbuzza bus from which the beer was tapped directly.

The promotion was a great success: over 1,500 samples were distributed daily, which led to a significant increase in brand awareness. The innovative design of the 11-pack crate was well received and the interactive elements of the promotion strengthened the emotional connection to the Ottakringer brand. The tour created lasting impressions and increased demand for the new Ottakringer lager.