BE WHO THE F-K YOU ARE
I spent six years based in mainland Europe, deep in the local culture. Fritz-Kola is a huge social phenomenon in Germany. It’s known for its strident political views and held up as a badge of anti-establishment thinking. This is the fiercely independent antidote to Big Cola’s la-la-land fantasy; a defiant symbol of ‘me just being me’.
Our client wanted a new way to articulate that independent spirit. How could we show that this was a ‘kola with karakter’, but in a more playful tone?
Our social campaign centred on the liberating power of that independent POV. The more you get into a Fritz-Kola, the more that feeling of personal empowerment will take hold - whether it’s defying the call of your bed on a box-set binge or going the full Prince Albert in a piercing parlour.
Best viewed in full screen. Translations below assets.
‘PIERCING’ TRANSLATION:
Open the bottle: EAR-PIERCING?
Later: OK, BUT ONLY A NIPPLE PIERCING
Much later: CUE CLINKING SOUND WHEN SITTING DOWN
‘KARAOKE’ TRANSLATION:
Open the bottle: NAH, I’M ONLY INTO TECHNO
Later: OK, THERE’S SOMETHING IN THIS TUNE
Much later: “DOOOOON’T STOP BELIEVING…”
‘DÖNER’ TRANSLATION:
Open the bottle: ONE MORE DRINK…
Later: CLUBBING? OK GO ON THEN
Much later: TZATZIKI AND CHILLI SAUCE PLEASE
‘FOUNDERS’ STORY’ TRANSLATION:
Open the bottle: I DON’T WANT TO BE ‘THE MAN’
Later: LET’S DO A START UP
Much later: HOW MUCH CAFFEINE CAN WE GET INTO A COLA?