| Title | BEERBQ |
| Brand | KROMBACHER |
| Product/Service | KROMBACHER BEER |
| Category |
E02. Drinks |
|
Entrant
|
KOLLE REBBE Hamburg, GERMANY
|
|
Idea Creation
|
KOLLE REBBE Hamburg, GERMANY
|
|
Production
|
BUBBLES FILM Hamburg, GERMANY
|
|
Additional Company
|
CREAPAPER GMBH Hennef, GERMANY
|
|
Additional Company 2
|
PEARLS GESELLSCHAFT FOR ACCOUSTIC IDENTITY Frankfurt, GERMANY
|
Credits
| Sascha Hanke |
Kolle Rebbe GmbH |
Executive Creative Director |
| Steffen König |
Kolle Rebbe GmbH |
Creative Director |
| Christian Meyer |
Kolle Rebbe GmbH |
Creative Director |
| Daniel Priess |
Kolle Rebbe GmbH |
Account Manager |
| Felix Demandt |
Kolle Rebbe GmbH |
Art Director |
| Felix Goth |
Kolle Rebbe GmbH |
Copywriter |
| Nina Offermann |
Kolle Rebbe GmbH |
Agency Producer |
| Martin Lühe |
Kolle Rebbe GmbH |
Production Manager |
| Katrin Grün |
Kolle Rebbe GmbH |
Art Buying |
| Linda Kapsch |
Kolle Rebbe GmbH |
Graphic Designer |
| Carina Seisenberger |
Kolle Rebbe GmbH |
Graphic Designer |
| Stefanie Golla |
Kolle Rebbe GmbH |
Graphic Designer |
The Campaign
The brand’s strong connection to nature and environmentalism was brought to life in brand new, ecologically responsible packaging. The Krombacher BeerBQ six-pack was made from special, biodegradable fiber-grass paper which burns for about 15 minutes and can be used as an ethical barbecue-lighter.
Creative Execution
Making the six-pack packaging from biodegradable fiber-grass paper was a novel material choice. An integrated matchstick turns it into an ecologically responsible barbecue-lighter – simply open, tear into small pieces and light with the enclosed matchstick.
Indication of how successful the outcome was in the market
This ecologically responsible barbecue lights has no chemicals, emits no toxic fumes and wastes zero resources and produces no garbage. The biodegradable fiber-grass paper is grown locally, harvested in a low-engery matter and not a single tree has to be cut for its production. It’s the successful combination of the brand’s connection to nature with a favorite drinking occasion: the barbecue. This not only solidifed Krombacher’s status as an innovator in the beverage market, but also led to a quickly sold-out special edition.
The Krombacher BeerBQ six-pack is a variation on a classic design everybody knows: the six-pack. It adds a new use to it and makes the core brand values visible by being extra-ecologically friendly.