Summer time is FMCG campaign time. Especially for soft drinks. Smaller manufacturers in particular don’t want to miss out on the outdoor pool and beer garden season, because that’s where their products are usually sold. In retail too, but there consumers usually reach for the big brands from Coca Cola and Co.
In times of purpose-driven communication, growing sensitivity to issues such as sustainability and diversity, and the growing generation gap, many brands seem to feel pressured to endow every advertising message, every motif with a deeper meaning, a political statement. Not infrequently, the results then seem artificial to silly, such as with 8×4 or Vita Cola – with all the sympathy for small and medium-sized companies.
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With its new summer campaign by the Hamburg agency Weigertpirouzwolf, which has been supporting the northern German company since 2015, Hella Mineralbrunnen shows that things can be done better. Good old product communication, fun puns, no deep or pretentious posturing. Classic copywriting work can still be just as charming as memories of the time in the north German handball club.
