G'spritzter

The challenge was to make spritzers the top summer drink in Austria, countering their decline against trendy alternatives. The solution involved a campaign emphasizing spritzers without unnecessary frills, aligning with the Austrian Wine Marketing brand idea of "Great art. Without airs and graces." Michael Häupl, known for the phrase "Serve the spritzer!" became a testimonial, delivering clear messages.

Make spritzers the number 1 summer drink for Austrians using modern communication. The spritzer, a classic beverage, has faded into the background due to the popularity of trendy alternatives. A new online and offline campaign was needed to counteract this development.

A campaign to promote spritzers without the frills – but plenty of stand-out appeal.

The campaign reinterprets the ÖWM (Austrian Wine Marketing) brand idea “Great art. Without airs and graces.”. Of course, this description fits spritzers to a tee. Real enjoyment “with no vegetables”, “with no flowers” and also “without a straw”. Just water and quality wine from Austria.

Michael Häupl, whose legendary sentence Serve the spritzer! has become a well-known phrase, acted as a testimonial. His straightforward approach and clear messages make him the perfect testimonial for spritzers and this campaign. And this has helped the brand to produce shareable content, in addition to a flashy poster campaign that shows how you only need quality wine and water from Austria to enjoy our classic long drink.

A successful campaign for spritzers with a total reach of 22.6 million impressions online and offline and a 3000% increase in Facebook likes has returned spritzers to their former glory: As Austria’s original number 1 long drink.