Erdinger

Learning from Jürgen Klopp to
“Never Skim an Erdinger”

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R&T CREATED A SOCIAL CONTENT SERIES TO RELAUNCH ERDINGER’S UK CHANNELS, DRIVE AWARENESS & EDUCATE DRINKERS

The Results

Awareness

17m+ reached via social media

Highly targeted

Posts reached 91% of their target audience

Global Instagram

Now a UK-led channel

The Task

Ramp up & relaunch Erdinger’s social media presence in the UK, building brand awareness, communicating Erdinger’s premium positioning & educating target consumers about wheat beer.

Insight

We knew that whatever we did on social media, it would have to be attention-grabbing to help Erdinger stand out against stiff competition.

We also knew that to get people engaging, we’d need to keep our approach fun, light-hearted & entertaining.

THE IDEA & EXECUTION

Charismatic football manager Jürgen Klopp is the front man for Erdinger’s ‘Never skim an Erdinger’ TV campaign. We used the ‘Never Skim’ idea as a springboard for a creative social series that would get people talking & engaging with us online.

We looked at all the fun faux pas that Brits should never do. Think amusing scenarios that people can relate to, e.g. ‘Never stop to text while walking’, ‘Never microwave fish in the office’, ‘Never forget their name mid-date!’

To bring the theme to life, we created a series of still & animated assets that were funny, relatable, topical & shareable, some of which included video snippets & images of Jürgen. Posts were also educational – making sure UK consumers knew why they should never skim an Erdinger.

The Client Take

“With the help of R&T’s social media expertise, in two years we’ve been able to establish a style and tone of voice for ERDINGER UK that has resonated incredibly well with our target audience. The team at R&T have managed to educate audiences in a relatable way, which has ultimately driven sales and helped ERDINGER earn and maintain its #1 imported wheat beer positioning in the UK."

Natasha Saunders, Brand Manager Carlsberg Marston’s Brewing Company

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