As a 28 year old working on Capitol Hill in November 1989, I had the crazy idea to travel to Berlin, Germany to help topple the wall that divided this embattled city. It was the experience of a lifetime, and I cherish the memories to this day. A few weeks ago, I had the opportunity to return to Berlin as the guest of RSE’s first international client, Erdinger Weissbräu. Our firm has been hired to introduce Erdinger’s Non-Alcoholic sports recovery drink to high-performance athletes and weekend warriors throughout California.
My colleague, Elizabeth Corbitt, and I had the opportunity to observe Erdinger’s event-focused marketing activities at the 2015 Berlin Half Marathon, staged in both the former Eastern and Western sections of Berlin. The difference that 30 years and massive redevelopment has made in the look and feel of the city is remarkable. Berlin is a fully-unified, vibrant, progressive, art-filled and fun-loving city. 35,000 runners took part in the half marathon with another 300,000 spectators cheering them on. It is hardly an exaggeration to say that almost all of the runners recognized Erdinger’s Non Alcoholic brand, gladly drank one (or two) of its recovery brews, and conveyed appreciation for Erdinger’s presence at the race.
Our German friends have set the marketing bar high, but the RSE team looks forward to making Erdinger Non-Alcoholic a household name in California and beyond.