Roadshow launching Ottakringer Lager and the 11er Kiste presenting it as light, urban and innovative, demonstrated through tastings, a flying beer crate and interactive parcours.
The Ottakringer Lager Promotion aimed to introduce a new beer variety to the Austrian market: Ottakringer Lager, positioned as a modern second flagship beer alongside Ottakringer Helles. At the same time, the innovative 11er Kistewith only 12 bottles was launched, created to be lighter and easier to carry. The goal was to raise nationwide awareness, stimulate trial, and shift Ottakringer’s image from a traditional “beer garden brand” to a modern, urban choice. To make this tangible, consumers were invited to taste the beer, join an interactive parcours demonstrating how light the crate is to carry, and experience the flying beer crate symbolizing how light the product is to handle. Participants were expected to taste the beer, join interactive parcours and games that made the “light to carry, light to drink” message tangible, and share their experiences. The desired impact was to surprise consumers, overcome prejudice, and build lasting brand affinity for Ottakringer Lager.
The campaign turned the brand challenge into a creative solution: showing consumers that Ottakringer Lager is light to drink and the new 11er Kiste is light to carry. The concept translated this message into tangible experiences. At retail, the standout Zapfbuzz, a custom e-vehicle with integrated tap system, surprised shoppers with freshly poured beer and created a modern tasting moment. On the streets, interactive tools visualized the product benefit:a parcours where visitors carried the 11er Kiste to prove its lighter weight, and a flying beer crate symbolizing ease and portability. Sampling bikes and branded backpacks brought spontaneous tastings directly to consumers, while gamified activations like a wheel of fortune and “Flaschendrehen”(spin-the-bottle game)invited playful engagement. Striking blow-up branding ensured visibility. By combining creativity, mobility and gamification, the campaign transformed the launch into an immersive, memorable proof of Ottakringer’s innovation.
