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Paulaner

Develop an on trade consumer connection to create awareness and drive trial of the Paulaner Bottle.

The Paulaner Bottle requires to be poured in a specific way in order to create the perfect Weissbier drink. The Paulaner Pour is a ritual created by the monastic order of St. Paola and is therefore steeped in History and Heritage. Paulaner is best served cold and expertly poured into the traditional Paulaner Weissbier glass.

The Perfect Pour has 4 steps, coined The Paulaner Glass, The Paulaner Pour, The Paulaner Swirl and The Paulaner Cheers. An illustrator was tasked to bring the Paulaner Pour to life on the visibility.

A character called Ludwig was born - a master German brewer, an expert at the Paulaner Pour! Ludwig (played by a professional actor) travelled the country educating people in a fun and interesting way about the Paulaner Pour. Consumers were shown how to do the Paulaner Pour correctly by Ludwig. They were then encouraged to achieve The Paulaner Pour themselves to win a Limited Edition Paulaner Glass. Ludwig visited key outlets throughout the campaign. Along with promotional staff they interacted with consumers in a truly experiential manner - a very interactive and memorable experience for consumers.