2021 Brand Experience & Activation


Category A01. Consumer Goods
Additional Company LAKERS SPORT Rapperswil, SWITZERLAND
Additional Company 3 EVODROP AG Zürich, SWITZERLAND
Name Company Position
Swen Morath Wunderman Thompson Switzerland AG CCO
Samuel Wicki Wunderman Thomposon Switzerland AG Creative Director
Sandro Tschuor Wunderman Thomposon Switzerland AG Business Director
Tobias Röben Wunderman Thomposon Switzerland AG Concept
Kevin Zysset Wunderman Thomposon Switzerland AG Art Direction
Davide Schenker Wunderman Thomposon Switzerland AG Art Direction
Cedric Fuchs Wunderman Thomposon Switzerland AG Art Direction
Dany Boletas Wunderman Thomposon Switzerland AG Motion Design
Kurt Moor Brauerei Schützengarten AG Verkaufsdirektor
Roger Tanner Brauerei Schützengarten AG Head of Marketing & Services
Nadin Buschor Brauerei Schützengarten AG Marketing & Communications
Sirah Nying Freelance DOP/Director
Matthias Lahoda Freelance DOP/Director
Michael Bart Lakers Sport AG Leiter Verkauf & Marketing

Why is this work relevant for Brand Experience & Activation?

Reaching consumers when they have no touch point at all was the challenge: no fans in the stadium also meant no opportunity to sell beer in the stadium - and to show the brand's sponsorship commitment to the fans. So the beer and the brand had to be connected with the fans in a different way. Brauerei Schützengarten demonstrated that they understood the fans with an emotionally charged Special Edition that every fan wants to have at home. And even let them relive the best scenes of the season that they couldn't see live.


Situation: Never before had the Rapperswil-Jona Lakers played a more successful season than 20/21 in Switzerland. How they would have loved to celebrate these many goals and victories with their passionate fans. But due to covid they weren’t allowed in the stadium. That also made it a bad time for sponsors whose brands were not seen and whose commitment therefore did not pay off. Brief: Demonstrate that Brauerei Schützengarten is there for the club and the fans even in difficult times and always makes the best of the situation. Objectives: Create an emotional connection between consumer and product to ensure sales outside the stadium.

Describe the creative idea (20% of vote)

We made the best of the situation, that fans weren’t allowed in the stadium and couldn’t drink Schützengarten beer: We made beer from the ice hockey field. We turned the ice hockey rink of the Rapperswil-Jona Lakers into the most special beer Schützengarten has ever brewed. A limited edition red ale filled with all the emotions of the season, tasting like the Lakers’ success and a special label with the best scenes to watch on a smartphone.

Describe the strategy (20% of vote)

Ice hockey is a very emotional sport. And so are the fans who go to the stadium and cheer on their team. We wanted to treat these fans just as emotionally because they were due to covid unable to experience their team's successful season in the stadium.

Describe the execution (30% of vote)

Straight after the last game, the ice was melted. Complete with the players blood sweat and tears, the ice water was then filtered and extensively tested to meet the Swiss Food Authorities strict quality requirements. The limited edition beer was created and bottled. This production process was communicated in the summer via social media as a teaser, which led to the media picking up the story. All the buzz ensured that all the bottles could be sold in advance and that more classic Schützengarten beer could be sold. The final launch will be celebrated with a documentary on national tv.

List the results (30% of vote)

Contrary to all industry trends, sales of classic Schützengarten beer increased by 10%. All major local and national media have reported far beyond Schützengarten's sales area. Demand for the special beer is greater than availability. Schützengarten is now a household name in the hockey and specialty beer communities.