Eichbaum
/ Thinking ahead in brand management – attracting young target groups
_Co-creation with young talent / Future workshop
_Future-oriented brand development
_Redefining target group communication
Background
Eichbaum is one of the most traditional breweries in Baden-Württemberg and stands for openness and continuous development. In a time when communication cultures and consumer behavior among young people are changing rapidly, it is not enough to rely on proven brand awareness. Under the Eichbaum brand umbrella, there was a lack of connecting messages and a clear stance towards the young, future target group, as well as a lack of translation of the brand identity into contemporary touchpoints. The fundamental question was therefore: How can Eichbaum remain relevant, approachable, and credible, especially for young target groups, in the future?
Task
ebene c was commissioned to develop a format that would allow Eichbaum's brand management to be strategically rethought, particularly with regard to young target groups. The aim was to create impetus for sustainable brand communication without diluting the DNA of the traditional Mannheim brand. The focus was not on short-term campaigns, but on the structured development of attitude, language, and presence. This was intended to be directed outward toward the market, but also as a signal inward toward a culture of openness to change and community.
Solution
In a multi-stage workshop and creative process, ebene c brought together young marketing talents from the Creative Industries program at the Popakademie Baden-Württemberg with experienced marketing and sales staff from Eichbaum.
This led to a dialogue between equals, which opened up concrete perspectives for the further development of the umbrella brand. The basis for this was formed by prepared communication approaches, which were jointly developed and refined in terms of tone, touchpoints, and narrative approaches—from local events and social media to visible anchoring at the Mannheim location. The approach was deliberately open and designed as a co-creation: brand development as a joint process, courageous, empathetic, and with an eye to future consumers.
Client quote
“Working with ebene has opened our eyes. We now have a new, more open view of the possibilities for our brand and our communication with young users. In addition to the excellent support and rigorous process, this is perhaps their most important contribution to the further development of Eichbaum: more courage, more openness, and more direct exchange with the target group.”
Uwe Aichele, Member of the Management Board of Eichbaum GmbH
