Cölner Hofbräu Früh
How to make a piece of cologne's cultural history fit for 21st-century colognians
The minimalist red and white posters and advertisements of Früh Kölsch dominate the cityscape of Cologne and are a topic of conversation far beyond its borders. With the change to Serviceplan Köln at the beginning of 2020, Früh decided to address a younger clientele in addition to the traditional target group - precisely all "Kölner:innen of the 21st century".
Humour and attitude for a cologne brand of the century
The iconic campaign was visually modernized with a sense of proportion and its messages once again focus on maximum conciseness, relevance and bite. The quintessentially Cologne ability for self-irony comes into its own, as does a clear commitment to the culture of diversity and tolerance that characterizes the Rhineland metropolis. The new campaign was launched right on time during carnival week in 2020, and since then the communication has repeatedly set highlights on all occasions of the Cologne calendar - out-of-home throughout the Rhineland as well as in digital channels and through various promotional activities.