More than just a beer without alcohol. Ringier Advertising’s Brand Studio and social media agency SWISSPER successfully established this positioning with the 2024 summer campaign for Feldschlösschen Alcohol-Free, based on three communication pillars and a targeted combination of branded and influencer content.

“Alcohol-free beer doesn’t taste good, it’s uncool and I don’t even know when I should drink it”. The summer campaign for Feldschlösschen Alcohol-Free, which Ringier Advertising’s Brand Studio and the influencer agency SWISSPER were able to realise together, dispelled such prejudices and questions. The team designed a three-stage communication model to improve the image of non-alcoholic beer and its flavour and to strengthen the relevance of the Feldschlösschen Rein and Mix product categories.

The holistic approach focused on imparting knowledge, flavour and inspiration for non-alcoholic beer moments as well as the close integration of branded content and influencer content. Creators linked their content pieces to branded stories in the Ringier universe to provide their followers with in-depth information about non-alcoholic beer.

Whether quizzes, listicles for “hangover-free weekends” and boat tours, comparisons of soft drinks and non-alcoholic beer or blind tastings: the content was creatively realised as part of the extensive content collaboration and covered a wide range of topics. Prejudices were successfully countered with one of the most widely read articles on myths and facts about alcohol-free beer. The content pieces also successfully contributed to the campaign objectives of Taste and Mental Availability.

Targets clearly exceeded
Overall, the specified campaign KPIs were exceeded by 5%. The branded stories on blick.ch achieved an average dwell time of 2.5 minutes, which corresponds to +28% compared to the targets. And the video views exceeded the target value by a whopping 91%. The same applies to SWISSPER’s social media campaign: 12 influencers impressed with creative and authentic content on Instagram and TikTok and generated 5.5 million impressions (+57% above target). The campaign thus exceeded expectations and achieved an impressive thumb-stop rate that exceeded the target by 14%.

“With this successful campaign, which focuses on targeted content diversification, we have effectively put our wide range of non-alcoholic beers in the spotlight. With our diverse range of non-alcoholic beers, we not only offer variety and diversity for every taste, but also make a positive contribution to a more conscious and active lifestyle,” says Astrid Roland, Brand Director Feldschlösschen.

The campaign was launched in May and concluded in October 2024. In addition to branded stories on blick.ch, branded video productions and influencer and social media marketing, implementation with izzy Projects was also part of the mix of measures for Feldschlösschen Alcohol-Free.

Responsible Brand Studio/Ringier Advertising: Fabian Zürcher (Director), Thomas Rickenbach (Head of Content), Jana Leonhard (Head of Creative Concepts), Hauke Broschat (Senior Media Consultant), Mariella Preisinger (Senior Consultant), Lukas Spichtig (Project Lead Social Media), Daniel Marx (Head of Video), Chiara Benz (Moderation), Linda Lustenberger (Video Producer), Davide Ingrosso (Sales)

Responsible at SWISSPER: Kevin Toma (Managing Director), Laura Koch (Consultant), Magdalena Leskow (Campaign & Performance Manager)

Responsible at Feldschlösschen: Patrizia Heinimann (Brand Managerin), Jil Schwanke (Social Media Managerin), Astrid Roland (Brand Director Feldschlösschen), Jerome Rueff (Brand Director Feldschlösschen bis September 2024), Lukas Basista (Head of Media)