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Klopp and MediaCom Manchester drive wheat beer sales


Erdinger Weissbier has attributed a rapid rise in sales to MediaCom Manchester’s ad campaign, starring Jurgen Klopp.

The beer brand has become the number one imported wheat beer in the UK, following an 18 month marketing campaign.

“Since the launch of our Never Skim an ERDINGER campaign in the UK, Weissbier sales have gone up more than 62% (versus a category growth of just 12.5%), despite Covid and trade restrictions. Moreover, our achievement of becoming the highest selling wheat beer brand in the UK has come within just two years of launching our advertising campaign,” said Daniela Martens of ERDINGER.

“We worked with MediaCom to plan the carefully curated roll out, not only capitalising on Jürgen’s strong following both in the North West and nationally but to reach audiences in the most authentic way to drive impact. We never dreamt that Never skim an ERDINGER would eventually become an English catch-phrase.” 

The campaign focused on the “enjoyment of the foam” of a freshly poured beer and then a second treatment ran to congratulate Klopp on Liverpool’s Premiership title success. This included an ad-funded documentary on Channel 4.

“The ERDINGER campaign tapped into key audience insights to provide maximum impact among our most appropriate target customers, making the challenger-budget campaign feel significant to those most likely to try an ERDINGER for the first time.  The campaign utilised digital media across AV, OOH and the internet allowing targeted messaging and phasing to punch above our weight,” explained Chris Pollard from MediaCom Manchester.

“Given Jürgen’s fan base, the initial launch strategy was to target audiences within Liverpool and the North West, the success of which led to a national roll-out and support in major cities across the UK.

“What’s been amazing with this work is that by combining clever targeting, creative and a great fitting brand ambassador in Jürgen – who like the product is authentic, unpretentious and unmistakable – the campaign also went viral with the hashtags #NeverSkim and #NeverSkimAnErdinger trending on Twitter.”

A third wave of the campaign launched this month, with cinema advertising rolling out in May.

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