PROBLEM Mathäser Bräu is a beer from Munich with a 150-year history. Unfortunately, this delicious top-fermented beer flies under the radar—even among Munich beer enthusiasts. This year, the brand was to be revived. But how can a beer become the talk of the town when it’s still a well-kept secret after 150 years?

IDEA The charming neighborhood beer brand turns its weakness into a strength: With "Unknown for Generations," Mathäser embraces a touch of self-irony instead of heavy-handed messaging. This positions the brand as a refreshing contrast to Munich’s overly serious brewery scene.

SOLUTION We stayed true to our motto across all channels—from the tagline to the headlines and even the placement of our messages. Mathäser launched the most inconspicuous campaign in Germany with an ad at Munich’s least-known advertising space, wild postings, subtle stickers, and unboxings with low-profile local influencers. An approach that stands out in the fiercely competitive beer market—and has since been winning over not just the fan base.