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.