In the world of spirits, where tradition meets innovation, the journey of Asbach Uralt, a distinguished German brandy, has been nothing short of a captivating revival. The Effie Awards Germany 2023 recently bestowed a prestigious Gold award upon Asbach in the "Comeback" category, recognising the brand's outstanding transformation and communication strategy. This achievement not only signifies a successful brand resurrection but also underscores the power of strategic marketing in reshaping consumer perceptions.
Asbach, a jewel in the crown of Semper idem Underberg AG, faced a challenging period marked by declining sales. However, under the guidance of Steffen Ostendorf, the Senior International Brand Manager of the Underberg Group, the brand orchestrated a strategic overhaul that propelled it into a new era of prosperity. The key to this transformation lay in repositioning Asbach from a 'me' brand to a 'we' brand, a shift that emphasised community and togetherness.
Market research played a pivotal role in this metamorphosis, revealing that Asbach resonated with both younger and older consumers as a symbol of community, unity, and cohesion. The brand's nostalgic appeal to the "good old times" struck a chord with consumers, setting the stage for a remarkable comeback. Knut Zimmermann, Managing Director of REVO, highlighted the brand's clever engagement with common clichés, creating a buzz that captivated long-time aficionados and attracted new consumers alike.
A linchpin in Asbach's revival strategy was the innovative "UrAltersheim" campaign at the Parookaville Festival, Germany's premier electronic music festival. The living room club, steeped in an 80s retro theme, provided a unique and immersive experience for festival-goers. Collaborations with TV-Channel 'Kabel Eins' and comedian Markus Krebs further amplified the brand's refreshed direction.
REVO, with its history dating back to 1999, played a crucial role in shaping Asbach's narrative. The agency's expertise in blending strategy, creativity, and sales proved instrumental in the brand's resurgence. REVO/POOL, a joint venture with POOL (a subsidiary of HTW/O, the Germans partner of the EFMP), took center stage in managing the festival activities. This collaboration brought two essential elements to the table: the development of a high-impact activation concept by REVO and the professional implementation quality by REVO/POOL.
Jana Koch, a passionate project manager at REVO/POOL, played a pivotal role in executing live marketing events, ensuring they not only met but exceeded expectations. The original Asbach retirement home "UrAltersheim" was brought to life twice at the Parookaville Festival, a testament to the seamless collaboration between REVO and POOL. From DJ bookings to on-site control, REVO/POOL provided comprehensive support throughout the festival journey.
The Effie Gold Award stands as a testament to the enchanting journey of transformation that Asbach has undertaken, and REVO/POOL takes immense pride in being a part of this success story. As we raise a toast to Asbach Uralt's remarkable comeback, we eagerly await more inspiring stories of brand revitalization in the future. The Effie Awards Germany have not only honored a brand but celebrated the synergy of creativity, strategy, and execution that drives the spirit of marketing excellence. Cheers to Asbach and the vibrant future it has set in motion!