Warsteiner Art Collection 2013

Art Collection

2013

Objective

Develop a concept that drives conversion and elevates the brand across all levels without undermining the established trade add-ons mechanism.

Description

Warsteiner has a longstanding association with the art world, beginning with pop art icon Andy Warhol’s silk-screen trilogy featuring the brewery’s signature tulip in 1984. As Warsteiner approaches its 260th anniversary, it aims to celebrate in grand style by inviting a diverse group of artists to reinterpret its packaging. This distinctive trade marketing initiative is designed to enhance both commercial success and brand equity.

A collection of six aluminum bottles, offering a more premium feel than traditional glass bottles, serves as a canvas for six artists. The artists were chosen based on their geographical diversity and unique styles, ensuring both individual impact and cohesive unity. This approach subtly integrates global relevance, positioning Warsteiner as a progressive and trendsetting brand.

Each bottle is packaged to conceal its design until purchase, creating a collectible element and sparking conversation among consumers. This strategy appeals not only to drinkers but also to art enthusiasts and collectors.

Additionally, a limited number of full sets were seeded to key influencers and partners, which supported relationships and enhanced the perception of Warsteiner as more than just a beer.

Challenge

Most beer brands rely on common trade marketing activations such as offering branded glasses, coasters, or openers with a case of 20 or 24 bottles. This approach lacks differentiation and does not significantly build brand equity.

Results

The initiative achieved remarkable success, increasing market share in a declining market. It was well-received by distribution partners and, most importantly, by consumers and non-consumers alike.

The collectible bottles drove both conversion and conversations, earning a place on consumers' shelves. The ultimate proof of success is the resale of these collections on platforms like eBay at higher prices. This campaign generated amazing results in earned media, with people sharing their collections and trading bottles to complete their sets. It established a direct engagement between the brand, its product, and the consumer, reinforcing Warsteiner's rich heritage linked to Andy Warhol.

To drive further engagement, there was a "Submit Your Design" tournament that created more touchpoints with the consumer and extended the initiative beyond the actual trade marketing concept. At the time, this was groundbreaking for the traditional beer industry.