Support since 1996 by:

  • REICHLUNDPARTNER advertising agency
  • REICHLUNDPARTNER Digital
  • SMC Social Media Communications

Distribution area of the campaign: Austria

Initial situation

Wheat beer enjoyment from Austria

Edelweiss wheat beer belongs to Austria like our Alps. The brand, which has been part of the Heineken Group since 2003, has been continuously developed over the past few years. REICHLUNDPARTNER actively accompanied this process. With success: despite growing competition, Edelweiss has been the Austrian market leader in the wheat beer segment for years.

Strategy

Create awareness & strengthen image

In the first few years, the main focus was on staging the brand in a lively and humorous way across all channels in order to build awareness and popularity. After this build-up phase, the focus was shifted more to the premium character and innovative product novelties. The brand messages were implemented coherently both above the line and at the point of drinking.

Implementation

The natural world of the Austrian Alps

We present the relaxed, natural and invigorating Edelweiss world centrally – as a contrast to everyday life, which is often dominated by hectic and technology. People close to nature and alpine landscapes convey peace and enjoyment. In addition, we emphasize in the statements that Edelweiss is an Austrian wheat beer that preserves the old brewing tradition.

Alpine cinema

Discover the personal moment of pleasure

In the Edelweiss Alpine Cinema, visitors can discover the beauty of the Alpine landscape for themselves at their leisure. This is helped by 18 sturdy cinema chairs made of weather-resistant oak wood, where hikers can sit comfortably. Of course, there is also a place to put the fresh Edelweiss wheat beer.

In addition, a 2 by 1.5 meter wooden frame creates the perfect opportunity for photo motifs to capture those precious moments of enjoyment – such as in the summer of 2018 at the Plöckenhaus.