Einbecker Brauhaus
A beer with attitude:
Einbecker Null Bock
Strategy & Concept, Communication, Visual Identity, Brand Building, Innovation
2025 is the year when „Null Bock“ finally gets a fresh, positive meaning.
In German, „Null Bock“ usually means „no desire“ or „not in the mood,“ but with a smart communication approach, it has taken on a whole new twist. Sometimes, „Null Bock“ simply means saying no to things that take your energy, to say yes to doing something good for yourself. And what better way to enjoy that moment than with a full-bodied, mahogany-coloured, alcohol-free 0.0% Bock beer from Einbecker?
Our mission was to bring a beer with attitude to the market for the local brewery hero from Lower Saxony. In less than two months, we developed the whole product concept from scratch. The only thing that we had to get things going was a name and a liquid and the belief that this needs to hit the market just in time for the new year when people are dealing with dry January and good intentions to leverage this cultural moment for our client and create brand buzz.
Within 6 weeks we developed the packaging, communication idea, approach and design and kicked off the campaign on 27 January 2025 with PR, Social Media, Influencer Engagement and sell-in activities. In just a few weeks, Einbecker Null Bock had already become a favourite among media, B2B customers and last but not least Einbecker consumers.
This product innovation is part of a larger strategy to reach new audiences with fresh ideas, so watch this space – this is just the beginning! More exciting innovations and a brand relaunch with Einbecker are already planned for 2025.
Stay tuned!
