Gerolsteiner's Great Name Game

German water brand's identity 'crisis'

Gerolsteiner, Germany's leading brand of bottled water, was nearly unheard of in the neighboring country of Belgium, a market where the brand wanted to grow. The challenges were common: small budget, low brand recognition and limited retail distribution. Worse yet, the brand was often confused with another German one.

To generate some fizz, the company used the fact that no one in Belgium was actually named Gerolsteiner as the basis for a contest. In a new twist on the 'naming rights' concept, Gerolsteiner offered a free Porsche 911 to the first person who would legally change their surname to 'Gerolsteiner.'

The effort won a 2008 Eurobest Award for Bronze (integrated campaign) and Silver (Direct Media & Sales Promotion.)

TitleChange your name in Gerolsteiner
Campaign Change Your Name - Gerolsteiner
Advertiser Gerolsteiner Brunnen GmbH & Co. KG
Brand Gerolsteiner

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