Mark Johnson System1 Group & Jérôme Rueff, Feldschlösschen/Carlsberg at Werbewirkungsgipfel, 2018 in Frankfurt
Awakening Bilz, the sleeping beauty of shandy
Bilz is a non-alcoholic Radler/shandy brand that’s been in Switzerland for decades and now belongs to the Feldschlösschen Getränke AG, a subsidiary of Carlsberg group. The brand has enjoyed modest but steady growth through the years without much support. Probably because of its well-known status and, say ‘Bilz’, and everyone smiles.
This case study looks at how Carlsberg and System1 collaborated to wake up this ‘sleeping beauty’. The campaign (digital + experiential) breaks in April 2018 so we shall have in-market results by August. But what we already know is that the creative performed at a rare 5 Star level in System1’s quantitative test, putting it among the top 5% of our database.