UNVERSCHÄMT GUT
MEZZO MIX
THE IDEA
MEZZO MIX ENTERED A BOLD NEW ERA WITH A REFRESHED LOGO, A DISTINCTIVE SONIC IDENTITY, AND A BRAND PLAYGROUND BUILT AROUND ONE SIMPLE TRUTH: GUILTY PLEASURES ARE MEANT TO BE ENJOYED. WE BROUGHT THIS TO LIFE WITH A SIGNATURE SOUND PRODUCED BY THE LEGENDARY BEATHOAVENZ AND VOICED BY THE UNMISTAKABLE BILL KAULITZ – A COMBINATION THAT KICKED OFF THE CAMPAIGN DIRECTLY THROUGH HIS OWN CHANNELS. THE LAUNCH WAS EMBEDDED IN A BIG BRAND PARTNERSHIP WITH RTL+, PLACING MEZZO MIIX RIGHT WHERE POP CULTURE, ENTERTAINMENT, AND INDULGENCE COLLIDE.
THE CHALLENGE
HOW DO YOU TAKE A BELOVED SOFT DRINK ICON AND REINTRODUCE IT AS A CULTURAL STATEMENT – WITHOUT LOSING ITS ORIGINAL DNA? OUR TASK: TURN “UNVERSCHÄMT GUT” INTO AN ATTITUDE, MAKING THE BRAND BOLDER, MORE PLAYFUL, AND JUST A LITTLE OVER THE TOP – THE PERFECT RECIPE FOR TODAY’S GUILTY PLEASURES.
THE WORK
WE DEFINED THE STRATEGIC POSITIONING AND BROUGHT “UNVERSCHÄMT GUT” TO LIFE THROUGH A DISTINCTIVE SONIC IDENTITY, PRODUCED BY BEATHOAVENZ AND VOICED BY BILL KAULITZ. BILL’S INSTANTLY RECOGNISABLE PRESENCE BECAME BOTH THE BRAND’S VOICE AND THE LAUNCHPAD FOR A TALENT-LED CAMPAIGN ACROSS HIS OWN CHANNELS. TOGETHER WITH RTL+, WE EXTENDED THE RELAUNCH INTO BILL’S PERSONAL GUILTY PLEASURE – REALITY TV – CREATING A PLAYFUL AND INDULGENT BRAND ENVIRONMENT. THE CAMPAIGN PEAKED WITH A STAR-STUDDED LAUNCH EVENT HOSTED BY GERMANY’S “OPRAH,” FRAUKE LUDOWIG. WITH VML LEADING CREATIVE DIRECTION, WE DELIVERED A RELAUNCH THAT WAS BOLD, UNAPOLOGETIC, AND CULTURALLY RELEVANT.
