Warsteiner focuses on real people and real experiences with 'Do it Right' international campaign
Warsteiner is focusing on authentic characters and their experiences and passions in an international campaign which launches today (10 April) on German TV, in movie theatres and online.
‘If you are looking for something, something real, something to actually believe in, go for it, take it, chase it, know it, taste it, be proud of it, dream it, hunt it, fight for it, love it. But whatever you do. Do it right,’ is the message of the campaign asking everyone to stand up for whatever their individual pursuit might be.
The campaign ethos aims to set the brand apart from others in the beer market, with Jordi Queralt, marketing director of Warsteiner claiming that the ‘Do it Right’ slogan is “inspiring” and “supporting an attitude which moves the consumer into the focus”. He adds: “It encourages to live one’s individual life philosophy, to live life and the moment to their fullest.”
Among the stories featured is the story of Jon Rush, a master of the art of living, who lets nothing stand in the way of his passion for skateboarding. Also featured is street artist Andreas von Chrzanowski, aka Chase, whose studio burnt down causing him to almost give up on his art but he rebuilt from scratch.
The umbrella brand campaign will serve as the lynchpin of Warsteiner’s long-term communication strategy and forms the foundation for future promotional activity.
Queralt commented: “We have defined what we want to achieve long-term for the Warsteiner brand. This includes a higher desirability, in particular among our younger, more diverse audience. At the same time, we want to retain our loyal customers and strengthen their emotional connection to the brand. The overall objective is to develop a confident brand personality, which is progressive but does not exclude, it inspires people and meets them at eye level.”
Skydiver Rob Heron, office chair racer Rene Karg and boxer Wladimir Klitschko also make an appearance in the campaign which was developed by Amsterdam Worldwide.