German Beer Company Krombacher Unites All Radler Products in a Summer Campaign

The first big campaign since Jung von Matt took over advertising for beer company Krombacher from Accenture Song, ‘Your Summer. Your Radler.’ is promoting characterful varieties of the blended beer-and-citrus drink in a joint campaign.

The campaign ‘Your Summer. Your Radler.’, developed in collaboration with the agency Jung von Matt SPREE, unites Krombacher’s Radler range in the new campaign and integrates a total of five Radler products.

Those are the Krombacher Radler and its non-alcoholic counterpart, Krombacher NaturRadler and the corresponding 0.0% variant, as well as the latest product in the Krombacher Radler range, Krombacher AlmRadler. Each Krombacher Radler symbolises a popular summer moment through the different beer types.

Head of beer marketing at Krombacher Brewery, Lars Dammertz, said: “With this campaign, we are consolidating our Radler expertise and providing clear guidance – both in terms of taste and visually. It's no longer just about a product, but about a lifestyle: experiencing summer in all its facets, and for each of these summer moments, the perfect Krombacher Radler.”

For this, the company is utilising a mix of social and traditional media. Franziska Spiess, managing director, digital at Jung von Matt SPREE, said: “Our creators are not only visible in their digital environment but also shape the visual presence of large-format posters to online banners. This creates a continuous, attention-grabbing presentation – relevant, authentic, and visually memorable.”

The new campaign will also appear on the streaming service Netflix during commercial breaks.