German beer brand Erdinger Weissbier has hailed its rapid rise to the number one imported wheat beer in the UK to a major marketing push devised by MediaCom Manchester, featuring Liverpool FC manager Jürgen Klopp.
Distributed in the UK by Carlsberg Marston’s Brewing Company, the import from Erding in Germany has now overtaken the likes of Hoegaarden and Leffe, with the brewer insisting that its Never Skim an Erdinger campaign has been a major factor.
Targeting craft beer drinkers and football fans through a mix of VoD, out of home and digital media placements, the first execution focused on the beauty and enjoyment of the foam on a freshly poured Erdinger.
A second treatment also ran to congratulate Klopp on the back of his Premiership title success, including an ad-funded documentary with Channel 4 following the life and career of the German coach.
A third wave of the campaign focuses on the Erdinger experience and is being launched this month. It will also be rolled out to cinemas from the beginning of May.
Erdinger head of media and content Daniela Martens said: “Since the launch of our UK campaign, Weissbier sales have gone up more than 62% (versus a category growth of just 12.5%), despite Covid and trade restrictions. Moreover, our achievement of becoming the highest selling wheat beer brand in the UK has come within just two years of launching our ad campaign.
“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.”
MediaCom Manchester business director Chris Pollard added: “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 – the campaign also went viral with the hashtags #NeverSkim and #NeverSkimAnErdinger trending on Twitter.
“In addition to increasing brand awareness, the digital media placement drove audiences in their thousands to click through to Erdinger’s unique content hub, which shares tips on how to enjoy the perfect wheat beer experience (including the pouring ceremony and creating a foamy head) and has short videos, quotes and exclusive features about Jürgen.
“With effective media placement combining the right elements we have positioned Erdinger as a highly desirable speciality wheat beer that’s taken it to number one.”
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