Stuttgart, April 20, 2022. The time has finally come: Badische Wein GmbH’s new brand campaign has been live since April 7. It was developed in collaboration with the communications experts at follow red. Friendly, emotional, and a perfect fit for the region’s lush greenery: The new umbrella brand identity, including its tagline, marks the beginning of a new era for the advertising association promoting wines from the Baden region.
With the new tagline “Baden – Wine from the Garden of Germany” and a new visual identity, Baden wine is getting a fresh look. With this rebranding, the advertising association is building on the repositioning of the Baden region as “Germany’s Garden,” a strategy developed by the agency moodley back in 2021. Baden wine is the first regional player to adopt this new identity. As part of this effort, Follow red was responsible for the campaign to position the new brand. A large-scale campaign photo shoot was followed by the redesign of the digital presence and the implementation of all communication and media initiatives—ranging from digital and print to the trade show presence. The communication campaign introduces the new identity of Baden’s wines to the advertising association’s broad target audience and showcases Baden as a wine-producing region with diverse landscapes that yields high-quality, multi-award-winning products.
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The rebranding of Baden wine was a great opportunity to demonstrate our expertise in brand communication. The result showcases a Baden wine that radiates a newfound freshness and is in harmony with its natural surroundings—Germany’s Garden—in a way that is both natural and emotional. This creates an authentic brand experience.
Sam Heintz, Head of Creation
The new campaign has been running in select print and online media since April 7. Starting April 15, a large-scale out-of-home poster campaign will be displayed throughout Baden-Württemberg.
Rebranding with Potential
The image of the garden symbolizes the diverse, varied, and temperate natural environment, as well as the friendly serenity so typical of Baden. This association offers great potential for further developing the new identity and expanding communication activities. To this end, Follow red is working on the production of all promotional materials for 2022 and has been entrusted with public relations for Baden wine since January 2021. It’s a collaboration that brings enjoyment, serenity, and naturalness into people’s minds and glasses.
About Badischer Wein GmbH
Badischer Wein has been promoting its products since 1932—at that time as the Landeswerbestelle des Badischen Weinbaues eGmbH in Karlsruhe, and since 2009 as Badischer Wein GmbH. The marketing association’s goal has always been to strengthen the umbrella brand—which stands for quality, uniqueness, diversity, joie de vivre, and enjoyment—and to increase awareness of Baden wines. Currently, 154 winegrowers’ cooperatives, wineries, and wine producers are members of the GmbH and benefit from its marketing initiatives.
For more information, visit: www.badischerwein.de
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