A Child of Love
In March 2017, Meckatzer Löwenbräu revived a beer legend that had existed until the 1980s: the MECKATZER Hell. This modern re-edition specifically targeted young beer enthusiasts – and was an instant hit. The new MECKATZER Hell and its youthful target group: it was a true love affair from the very beginning. And so it is almost natural that in 2020, something small followed – and once again became a true heartbreaker. In its new 0.33-liter bottle, the "Kleines Helles" now also recommends itself as the perfect on-the-go beer for summer activities and as a smooth beer enjoyment for those not-so-big thirsts.
"Kleines Helles. Great Enjoyment."
In staging the "Kleines Helles," we built upon the story of its big brother in the 0.5-liter bottle. With a partly proven, partly new crew, we photographed and filmed as early as late summer 2019 at a lake in Allgäu – in dream weather, against a dream backdrop, and in a (still completely untroubled) dreamlike party atmosphere. The material created during just one shooting/filming day was used to produce a film clip, large-format posters, advertisements, and a package of sales promotion tools for the POS. The launch and campaign began in early spring 2020. This time, content for social media once again played an important role. In addition to various motifs for regular postings, new small interactive puzzle clips were created. Winners received an exclusive MECKATZER zinc tub, filled with the "Kleines Helles."
Postponed – Not Canceled!
Beyond these classic measures, there was actually supposed to be a major campaign for the "Kleines Helles" in summer 2020. Everything was conceived and prepared – but then Corona spoiled the fun for all of us. In this particular case, we especially hope that postponed does not mean canceled, we keep all our (pretty wild) ideas in mind – and in the meantime, we celebrate the success of the "Kleines Helles" together with the Meckatzer brewers, a success that even the Corona summer could not diminish.
