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The Drum Awards Brand Strategy Awards Case Studies

How Continental and VMLY&R Commerce launched a B2B marketing campaign on beer bottles


By Awards Analyst, writer

December 7, 2022 | 3 min read

VMLY&R Commerce USA won the B2B Sector prize at The Drum Awards for Digital Industries 2022 for its 'Beer Brochure' campaign. Learn more about what drove this successful campaign here.


Credit: Continental

Continental teamed up with VMLY&R Commerce USA to build the 'Beer Brochure', a lager with a label equipped with a QR code, leading the drinker to the Continental product portfolio or a brand sales rep. The campaign was launched in celebration of Continental’s 150th anniversary, and in an effort to build deeper engagement with distributors.

The brief

Grappling with the pandemic-era rise of remote work, which meant a decrease in in-person meetings, beer brand Continental was in need of a mechanism that would enable it to connect with distributors in a compelling and comprehensive way, giving them a chance to tangibly experience the product, and providing them with a glimpse into the brand’s full product inventory.

The idea

VMLY&R Commerce USA decided that it would develop what amounted to a B2B marketing campaign in the form of a beer, targeted at beer distributors. In partnership with Continental, the agency launched the 'Beer Brochure', a German-American lager printed with a QR code that would lead the drinker to a landing page from which they could browse Continental’s product portfolio.

It was like a drinkable catalog, giving the customer a taste of the product and a glimpse into all of the brand’s other offerings.

The results

The campaign was shortlisted at the 2022 Cannes Lions Awards in the B2B category of consumer services, according to Continental’s website. It boasted a 97% retention rate.

This campaign won at The Drum Awards for the Digital Industries 2022. You can see all the winners here. The Drum Awards for Marketing are currently open for entry. Find out how you can enter now.

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