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
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
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
Media buying was by Posterscope.