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.



Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus