New product introduction: Stiegl-Hell
The Stiegl brewery decided that it was time for a new beer. A pale one. With a beery character, but a titch less alcohol. A beer that makes enjoying a second one easy: The Stiegl-HELL.
For the new Stiegl-Hell campaign from the creatives of Demner, Merlicek & Bergmann, the private brewery is using TV and online ads to deliver reach with a focus on the current availability in the grocery business and in the Stiegl online store. Since we all have had to learn to do without a lot of things during corona times, the originally planned TV and radio spots were changed at short notice but are in no way inferior to the usually implemented creative ideas that have that Stieglesque quip. "Stiegl-Hell stands for wickedly good moments even in these hellish times. With Stiegl-Hell, the Stiegl brewery is rolling out a beer that’ll make you want to take more than a sip at a time. For devilishly good fun,” is how DMB. and Stiegl marketing manager Dr. Torsten Pedit summarise the new campaign. The product launch of the new "Stiegl-Hell" is pushed by TV and radio spots, OOH as well as print, online and POS measures.
#AllesWirtGut
Many Austrian food businesses, which have been closed to contain the spread of the coronavirus, have been hit very hard by the crisis. For this reason, the Stiegl brewery launched a tip campaign that DMB. conceived for the Stiegl online store with the hashtag #AllesWirtGut: For each sold Stiegl-Hell or Stiegl-Goldbräu crate online, a 1-euro tip is donated to a restaurant owner of the customer’s choosing. A total of about 5,000 Stiegl restaurateurs throughout Austria can be supported through this initiative.