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think MUNICH, PAULANER AND SEBASTIAN BEZZEL SLOWING DOWN WITH WEISS BEER YOGA

Updated: Aug 29, 2023

From May 23rd 2022, the traditional Munich brewery and thjnk Munich will tell the latest "story from the Paulanergarten". Due to the effects of the corona pandemic, the beer garden is more relevant than ever as a place of longing: a place of enjoyable conviviality and relaxation in an increasingly hectic and digitized world.


Man pouring a beer in the beer garden

Henner Höper, Marketing Director / CMO Paulaner:


“Anyone who treats themselves to a break in the beer garden and takes the time to consciously pour the Paulaner wheat beer into the glass and enjoy it appreciates this moment of deceleration. The Paulanergarten is the ideal home for these relaxed wheat beer moments and is therefore once again the focus of our communication measures as a strong and newly interpreted brand platform.”


Weissbier stands for time out and deceleration like no other variety. A feeling that thjnk, as the lead agency, has been consistently reviving for years, but always new, surprising and with the support of numerous prominent testimonials, and has been able to anchor in people's minds.


The core of the new campaign is a new story from the Paulanergarten, starring Sebastian Bezzel. He takes on the leading role in the spot: When the ordered wheat beer is served at the table, Bezzel asks his two friends to put down their mobile phones to show them how digital detox and modern deceleration work in Bavarian: with wheat beer yoga. A very special kind of relaxation with a high recognition value, which Paulaner uses in other, extensive social media measures. And that "without any bending", as the spot says.


Hans-Peter Sporer, Managing Director thjnk Munich:


“The Paulanergarten is still synonymous with beer culture, tradition, coziness and, last but not least, an extremely strong brand platform for Paulaner. In the new wheat beer campaign, staged in the usual humorous way, the Paulaner garden becomes a place of longing for deceleration, where you can leave out the hectic background noise of our time with a wonderful Paulaner wheat beer yoga.”






RESPONSIBLE ON CUSTOMER SIDE

Marketing Director: Henner Höper

Senior Brand Manager: Juri Drunkenmoelle



RESPONSIBLE ON AGENCY SIDE

Managing Directors: Hans-Peter Sporer, Thomas Canzar

Creative Director Art: Dimitrios Arampatzioglou

Creative Director Copy: Ludwig Rist

Creative Copy Senior: Clemens Kandziora

Creative Copy: Daniel Hoellinger

Senior Strategist: Marco Hackmann

Account Director: Ricarda Hoffman

Account Manager: Nina Rogge

Agency Producer: Benjamin Calcott



RESPONSIBLE ON PRODUCTION SIDE

Film ProduKtion: Cobblestone Berlin

Director: Cadmo Quintero

Camera: Matthias Schöningh

Post Production: Cobblestone and NHB

Music: krueger wilckens music



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