What is probably the most famous drink in the German capital, Berlin, is currently undergoing a name change – and is causing a sensation on the internet. Reason for violation? In the future, the cult peppermint liqueur “Berliner Luft” will have a sex star in its name.
Manufacturer Schilkin filled six million bottles of “Berliner Luft” last year – which gave the company an annual turnover of 25 million euros. The company’s marketing department is very active to further increase sales – with changing bottle designs, different labels or even new flavors.
Don’t mention the only change
However, the latest marketing coup caused a huge debate, as the new name on the label angers many. Since the beginning of this year, the name “Berliner*innenluft” has been on the turquoise label of 500,000 bottles of the mild peppermint liqueur. But the name is not the only change: the red city hall in rainbow colors and the slogan “Tolerance and diversity” are also directly below the letters.
The change is by no means a spontaneous inspiration, as the “Spiegel” reports. The spirits manufacturer, who already produced in the GDR, is not only interested in the philosopher “stand out or perish”, she would rather convey a conscious message.
Action is already reflected in sales
The change is now polarizing in the social networks: in addition to hate comments and criticism, the action is also popular with many users. From an entrepreneurial point of view, the campaign is certainly a success; sales picked up and many customers even obtained a bottle labeled as a collectible.
The critics still want to appease – it’s just a limited special edition – but similar ones will follow.
Source: Krone
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