Marketing

“Never skim an Erdinger” campaign launched

What purpose does the froth on a beer actually serve? Is it important? Is it a sign of quality or can you get rid of it?

 

The 30-second ad was filmed in the legendary pub Dovedale Towers in what is probably Liverpool’s best-known street: Penny Lane.

The 30-second ad was filmed in the legendary pub Dovedale Towers in what is probably Liverpool’s best-known street: Penny Lane.

None other than Jürgen Klopp answers these questions in Erdinger Weissbräu’s new TV commercial. With his passionate appeal to “never skim an Erdinger”, he leaves the viewer in no doubt that froth and wheat beer are as inseparable as Jürgen Klopp and football.

The head is the crowning glory of a well-poured wheat beer and reveals a lot about its quality. The fine bubbles of the froth should give it an almost creamy consistency – the thicker, the better.

The advert depicts a packed pub with fans watching a soccer match – there’s a goalscoring opportunity and the crowd draws collective breath. The tension is written all over Klopp’s face and then it’s released as the ball’s in the net. The place erupts and Jürgen? He shouts “Stop!”.

Silence, baffled faces. The camera pans to Klopp, who raises his finger and says to the bartender, “Never skim an Erdinger!”.

Relief spreads as the bartender throws down the beer blade and Jürgen enjoys a long swig of his perfectly poured Erdinger Weissbier.

The commercial was directed by the award-winning director Hans Steinbichler  and the 30-second ad was filmed in the legendary pub Dovedale Towers in what is probably Liverpool’s best-known street: Penny Lane. Paul McCartney and John Lennon played here with the Beatles and Freddie Mercury once lived above the bar.

The commercial can be seen this month and a powerful digital strategy with a unique content hub focusing on Jürgen Klopp will be at the heart of the campaign.

The hub is all about wheat beer enjoyment, including the right way to pour and a perfect head, about football, but also about the private person Jürgen Klopp. The campaign will be accompanied by high-profile promotion activities for the trade.

“With the ‘Never skim an Erdinger’ campaign and Jürgen Klopp as an outstanding brand ambassador at our side, we aim to create a new impetus which will enable us to position wheat beer as a highly desirable speciality,” explained Erdinger’s Export Director Marcus Korte.

 

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