Gaensefurther with a new brand identity

"It's in our nature. Gaensefurther Mineralwasser" - with this claim, Saxony-Anhalt's best-known mineral water springs into a new era in the company's almost 150-year history. The brand's appearance will be even more clearly aligned with the needs of consumers, for whom originality, closeness to nature and joie de vivre are also becoming increasingly important in their enjoyment of mineral water. Gaensefurther's visual world will also be adapted accordingly. The accompanying 360-degree campaign, which initially focuses on the Classic and Gentle product categories, is now starting in Saxony-Anhalt.

The motifs of the campaign link places of longing in the home with people who experience their everyday moments of happiness in this place accompanied by Gaensefurther - quite simply, without embellishments. They remain natural in their colouring and show realistic situations, which they credibly and directly associate with Gaensefurther Classic, Medium, Naturelle and Sanft. In addition, the Gaensefurther goose, well-known and popular symbol of the brand beyond Saxony-Anhalt, is carefully updated with sharper contours and a more realistic cast shadow. In this way, it appears more modern and lively, yet remains familiar with a high recognition value.

Saskia Huneke, Marketing Manager of Gaensefurther Schlossbrunnen: "The imagery of the campaign shows Gaensefurther mineral water in places where the world is still in order. Where people live in harmony with their fellow human beings and nature and enjoy the small moments of happiness that occur every day. They are places of contentment, care, carelessness and freedom. Like every sip of our natural mineral water, they stand for a refreshing return to the essentials, harmony and serenity in an ever faster changing time."

360-degree campaign from billboard advertising to social media

The campaign focuses on Saxony-Anhalt: outdoor advertising in the form of large-format billboards and megalights is supplemented by spots on the radio. Digitally, the motifs can be found as display ads as well as in social media in the form of static formats and video ads. The campaign includes three high-reach flights from August to October. The campaign aims to generate a total of 54.5 million contacts in Saxony-Anhalt.