A brand is strong when it is properly staged, reaches the consumer, inspires, is consistent and, in the end, is commercially successful. Achieving this requires creativity and passion, among many other qualities. With all these 'ingredients' we implemented the portfolio relaunch of the EGGER brand and thereby won the German Brand Award 2020 in the category 'Excellent Brands', product and corporate brands.
We are very pleased about this, because as the marketing prize with the widest reach, the German Brand Award is an award for successful brand management in Germany. This year, with 1,200 entries from 14 countries, it achieved a great international resonance, ranking first nationally and second internationally in direct competition. In fact, only the best are awarded prizes here every year, so we are quite proud that we were able to accept this prize.
As this is about the development, structure and further development of a brand, especially with regard to brand impact, degree of innovation, homogeneity of the brand result and differentiation from competitors, but also sustainability and economic success, the relaunch of the EGGER beer portfolio plays perfectly into all the evaluation criteria.
As a regional private brewery, family-owned since 1978, EGGER is committed to brand tradition and values sustainability, authenticity and quality. These corporate values are reflected in the new appearance. At the same time, with the design development, we have succeeded in increasing the appeal for new target groups and significantly increasing the shelf impact.
We have therefore demonstrated that the consistent creation of a strong brand bracket to bundle the brand portfolio leads to success and sharpens the independence and character of the brand. Innovative, aesthetic, honest, durable and consistent - this is how good design is perceived and sells across all media. With this potential, we develop strategies that convince our customers and take them further.
For now, we are enjoying this success with our great team and a well-refrigerated EGGER beer and are looking forward to further challenges.
Here's the EGGER Beer Case: https://www.pacoon.de/egger-relaunch
