Contact
Oettinger Illustration Brand Strategy

Oettinger

An iconic brand seeks dialogue
No advertising. Full-on communication.

A particular challenge for the agency: how can the brand image be improved, given that Oettinger has opted out of traditional advertising?
Our solution: we embrace the brand’s down-to-earth and edgy character and engage in a very direct dialogue with consumers. In viral adverts. On the website. In promotions. Via social media. At the point of sale.

The Oettinger brand enjoys fantastic brand awareness. And amongst those who have never tried it, it has a reputation as an undrinkable cheap beer.
Those who have drunk the beer generally like it and drink it regularly. This makes the task clear: we must give people the chance to try Oettinger.

read more

After all, anyone who doesn’t realise they’re drinking Oettinger is usually pleasantly surprised. The solution was a blind taste test campaign centred on the fictional master brewer ‘Erwin Hopfenbach’, who is annoyed that his beer is being snubbed. With his VW camper van and a homemade blind taste test kit, he sets off to convince the country of the quality of his work. “No preconceptions. Just try it,” is his motto.
In line with the viral campaign, we’re taking the blind taste test on a live promotional tour. “Tastes better than I thought,” say many. Erwin’s mission is thus accomplished.

“This is Oettinger’s home” – the new website

By foregoing traditional advertising, the Oettinger website has become the primary point of contact for consumers, retailers and business partners. The newly developed brand profile is reflected on the website. Clear navigation and concise wording.

A masterful formula: the social media concept

An impressive start to the year: number 1 in the Facebook ranking of German beer brands, thanks to 30,000 new fans, an increase in total reach from 360,000 to over 14 million within a year, plenty of interaction and fun. Remarkably above-average engagement via comments, likes and shares. Growth also seen on the supporting channels Instagram, Twitter and YouTube.

  • Our mission
  • Brand and communication strategy
  • campaign
  • Text and imagery
  • Illustration
  • Photography and film
  • Web design & website
  • Social media
  • Online marketing
  • Promotional concept
  • Editorial team
  • Print media
  • Point of Sale
Oettinger Brand Strategy
Oettinger Brand Strategy
Oettinger Brand Strategy
Oettinger Brand Campaign
Oettinger quote
Oettinger Photography Bottle Opener
It’s not just the beer that’s iconic, but also the bottle opener: BERT 3000.
Oettinger bottle caps – corporate design
Production of Oettinger beer mats
Woman jumps around with an Oettinger beer in the party room
Wedding couple with Oettinger beer
People on a boat drinking Oettinger beer
People with Oettinger beer
A man sits contentedly in the bath with an Oettinger beer
Woman shoots with Oettinger bottle caps
Oettinger business cards
Oettinger Brand Strategy Leaflet
Social media posts by Oettinger
Oettinger's social media posts
Oettinger Bus Printing
An Oettinger employee pours Oettinger beer during a beer tasting
Men are queuing up for the Oettinger beer tasting
An Oettinger employee prepares a beer tasting
An Oettinegr employee is at the beer tasting stand
Beer tasting in front of the Reichstag in Berlin
A woman is drinking Oettinger beer
Oettinger Campaign
Woman tasting Oettinger beer
Oettinger stand with people
People drink Oettinger beer
Oettinger Beer Tasting
Beer tasting ballot paper
Gadgets by Oettinger
Illustration by Oettinger
Oettinger sticker
Thumbs-up sign made from Oettinger crates
People are bringing Oettinger crates to a square in the town
Oettinger beer crates in the city
More references
What can
we do for
you?

Our clients value our combination of strategic vision and creative flair. Because together, we create truly memorable brand experiences. Shall we get started?

+49 7181 60675-0
info@j-k.de