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Mühlen Kölsch - Corporate Rebranding

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Challenge: As sales in the German beer market are decreasing, the challenge was to successfully change that by repositioning  and rebranding the local Kölsch brand Mühlen Kölsch.

Idea: „ Mühlenfrisch, seit 1858“ was our recommended positioning.  Based on extensive market research, we identified „freshness  coming from tradition“, as a key factor to differ from the competition.
We conveyed this strategy compelling to all media channels and widely communicated the idea within the target group.