Edge GMC poster push aims to raise Lowenbrau’s profile

Edge GMC has picked up the pounds 1 million Lowenbrau account, its first piece of new business since its formation out of the merger of The Edge and Grounds Morris Campbell in January, and has produced a poster campaign for the German lager brand.

Edge GMC has picked up the pounds 1 million Lowenbrau account, its

first piece of new business since its formation out of the merger of The

Edge and Grounds Morris Campbell in January, and has produced a poster

campaign for the German lager brand.



The first phase of the campaign, which kicks off next month and runs

until June, takes the Germans’ lack of a sense of humour as its

theme.



The 48-sheet poster campaign centres on the proposition that Lowenbrau

is a lager to be drunk in sessions and that any subject, however

controversial, can be broached over a Lowenbrau. The strategy is summed

up by the line: ’You can talk about almost anything. Over a

Lowenbrau.’



Although a popular brand among drinkers of premium lager, Lowenbrau’s

profile has dropped recently because of a lack of advertising.



Edge GMC was awarded the business after a sustained period of talks

between the agency and the client.



The campaign was written by Steve Grounds and art directed by Rob

Morris.



Media buying was by Posterscope.



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