Dachcom implements relaunch campaign for "Schüga

At the beginning of the year, Dachcom won the tender for the St.Gallen brewery Schützengarten and is now the lead agency responsible for overall communication. Dachcom has been managing the brewery's web platform for some time, which was completely relaunched in spring 2019.

As its first "non-digital" work, Dachcom has now developed the new communication presence for the relaunch of Schützengarten's classic lager. After focusing primarily on craft beers in recent years, Schützengarten recently redesigned its classic Schützengarten Lager, which is now the focus of the communication.

My Schüga

Real St.Gallen locals affectionately call their Schützengarten "Schüga". The term has been synonymous with beer in the Gallus city for decades and has long since become part of the vernacular. Dachcom has now defined "Schüga" as the hook for the appearance of the classic Schützengarten Lager. The word thus takes an unusual, so to speak, reverse path - namely from the consumer to the can and into advertising. From now on, it forms the core of communication and characterizes the appearance on posters and advertisements, as a hashtag on social media, on beer mats or in special promotions.

Your Schüga

In the visual realization, the classic is presented in style - from the brewer directly to the consumer, from the beer sommelier directly to the beer connoisseur. The message "Your Schüga" is not only intended to arouse anticipation for the enjoyment of beer, but also to strengthen the appeal of the Schützengarten brewery's classic.

In the first phase, lead subjects, posters and content, social media and online marketing measures were developed. The communication presence will be successively expanded over the next few months.