The Sound of Radeberger
Challenge
Radeberger's audience was aging out. Only 15% of consumers were under 40, while 65% were over 55. Younger Germans had stopped drinking pilsner altogether, preferring non-alcoholic and alternative beverages. The brand needed a new way in.
Approach
Emotion is the fastest route to a new audience. We created a real artist, a real song, and a real sonic identity. "A Little Mark" by Liam Brooks became the campaign's emotional core, distributed across streaming platforms and social as genuine artist content, not a branded asset. First beer brand in Germany to build a full sonic identity system anchored in original music IP.
Sonic Logo
mDNA Track
Solution
Original song released on Spotify, Apple Music, TikTok and YouTube as genuine artist content. TVC music, sonic identity, social content series and artist strategy delivered as one integrated system. Strategic music partner since 2023, with the non-alco campaign delivering the best performing sales year in 2024-25.
"EightSix understood that we didn't need a jingle. We needed a cultural bridge. They approached the brief like strategists, not music producers, and the result was something that genuinely moved a new audience toward the brand."
Marco Domogalski
Marketing Director
RESULTS
A Little Mark" by Liam Brooks generated over 195,000 plays on TikTok, 190,000 listeners on Spotify, 124,000 impressions in reach on Instagram and 55,000 views on YouTube, performing as genuine artist content rather than advertising. The campaign delivered an 18% brand image lift among 25 to 45 year olds within 12 months and grew Radeberger's female listener base on YouTube. The non-alcoholic campaign it anchored became the best performing sales year for that range in 2024-25. EightSix has been Radeberger's strategic music partner since 2023.
18%
Brand Lift among 25-45y
190k
Spotify Listeners
195k
TikTok Plays