Hasseroder, the fastest-growing beer in Germany, is launching in
the UK with a quirky series of posters created by the German agency
Scholz and Friends.
Hasseroder is a premium lager aimed at 18- to 24-year- olds, targeting
the same market as brands such as Budvar and Becks. The beer, brewed in
what was East Germany, is the reunified country’s fourth-largest
For decades it had its own icon - a capercaillie. However, the problem
for Scholz in the UK was that a capercaillie is a type of grouse, the
bird that is also the symbol used by the Famous Grouse scotch.
Scholz got around this, according to its creative director Steve Spence,
by deciding to feature not the grouse itself, but how the bird might end
up if a drinker had to kill it to get his hands on the beer.
’We couldn’t do anything with big pictures of a capercaillie because of
the Famous Grouse advertising, so we had to show the bird, but not all
of it and not all of the time,’ Spence explained.
Initial trial posters introducing the name and the grouse went up in the
southern counties late last year and will be followed later this week by
a second, more humorous phase.
One execution, ’The cook with the beer’, shows the grouse’s feet
sticking out of a pie.
A second, ’golfers’, will reveal what happened to the bird once it came
into contact with some clubs.
Each picture was photographed from specially made models to give it a
more lifelike feel.
Written by Zac Ellis and art directed by Richard Littler, the campaign
was photographed by Jack Bankhead. Media planning and buying is through