| Title | BEERBQ |
| Brand | KROMBACHER |
| Product/Service | KROMBACHER BEER |
| Category |
F02. Well-being, Environmental Impact & Solution |
|
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 idea was to bring this brand essence to life with a brand new packaging. The “Krombacher BeerBQ six-pack” is made from special, biodegradable fiber-grass paper which burns for about 15 minutes and can be used as an ecologically responsible barbecue-lighter. This transforms a simple packaging into a packaging turning waste into resources.
Creative Execution
Based on the conventional six-pack, the “Krombacher BeerBQ six-pack” defines a new product-category. By the usage of biodegradable fibre-grass paper the packaging, it becomes an ecologically responsible barbecue-lighter – because the biodegradable fibre-grass paper is made from locally grown gras, harvested in a low-energy matter and requires not a single tree to be cut.
Indication of how successful the outcome was in the market
An ecologically responsible barbecue-lighter, that means: No chemicals. No toxic fumes. No waste of resources. No garbage. It’s the successful combination of the brand’s connection to nature with a favorite drinking occasion: the barbecue. This not only manifested Krombacher’s status as an innovator on the beverages market, but also led to a quickly sold out special edition of the „Krombacher BeerBQ six-pack“.
The “Krombacher BeerBQ six-pack” is attention-grabbing yet makes the core brand values visible. We linked those values to one of the most important occasions for drinking: having a barbecue. And so the product appeals especially an audience that not only cares about themselves but about their environment. An audience that wants to live in a sustainable, eco-friendly way.