Feldschlösschen is the beer that brings people together, that builds bridges and connects us all. But Feldschlösschen has been far more than a cult brewery for a long time and is actually the largest beverage company in Switzerland. USP developed and organised five high-impact live marketing drives for the Feldschlösschen Alcohol-free, EVE, Somersby, Schweppes and Bilz brands on behalf of Feldschlösschen Getränke AG. The aims were to generate nationwide trials and to forge stronger emotional bonds to the target group.
Emotional presentation for brand activation
USP designed a creative and emotional concept for the Somersby and EVE brands. The aim was to create a top-of-heart status in addition to top-of-mind awareness. To do so, USP organised high-impact promotions in various Swiss shopping centres: Equity samplings, which used emotional stand design to immerse consumers in the unique world of the promoted products.
Targeted live marketing drives
USP used mass sampling drives for the brands Feldschlösschen Alcohol-free, Schweppes and Bilz at Switzerland’s largest and busiest railway stations to reach a maximum number of people and conduct as many trials as possible.
Particular attention was paid to the intricately planned refrigeration logistics for equity and mass sampling, which guaranteed that each sample was delivered to the target group at precisely the right temperature to ensure the greatest possible enjoyment. USP benefited from its extensive experience in the planning and organisation of sampling drives in the FMCG segment and in promotions that require an end-to-end cooling chain.
In total, USP distributed more than half a million samples of the five different brands to Swiss citizens and used cleverly designed stand, branding and visibility concepts to generate exponential contacts for the brands.
USP took charge of designing the marketing concept for Feldschlösschen and also ensured the entire planning and organisation.