Hasseröder, the fourth largest brand in the German beer market, had run advertising stories for years focused on perfect natural pictures and the claim „delicious fresh beer enjoyment (experience)“ – similar to competition.
New qualitative research insights resulted in a new communication strategy. Thorough advertising effectiveness tests predicted reliably a major communication success. The marketing director Andree Lenatz described the recipe of success: “The authentically stories of five Hasseröder-boys in our new classical advertising campaign generated a lot of sympathy. We capitalize and thrive on the new trend to realism, down to earth, back to regional roots and everyday life. “
Market results: Hasseröder’s market leadership was enhanced and the brand became the clear number one in Eastern Germany. In addition favourable resonance in Western Germany led to a 6 percent national growth rate – against the general negative development trend in the German Pils market segment.
Methods used: qualitative methods, advertising effect pre-test
Andree Lenatz, Lebensmittel Zeitung vom 16.12.2005 (Germany’s leading grocery newspaper)