Life in a Sip Campaign for Rübbelberg

We started with a question: how do we revitalize a brand that has taken a product many deem old-fashioned or even "eccentric"—and make it not just appealing, but desirable for a new, younger, urban target audience?

Cue: Life in a Sip.

The Challenge

We wanted Rübbelberg Eierlikör (egg liqueur) to capture the essence of Berliner Lebensfreude—a unique vision of artistry, creativity, and thriving against a big-city background. But instead of leaning into the "rough streets" aesthetic, we elevated the imagery to focus on the sophisticated aspects of Berlin life. The campaign envisioned a diverse group of people gathering in an elegant villa in Potsdam to enjoy an eccentric drink—celebrating indulgence and creativity in a refined setting.

Eierlikör is delicious. It’s not healthy. But it’s as eccentric and extraordinary as Berlin and its people.

Our Approach

This was a strategy project focused on crafting a clear, compelling market positioning tailored to B2B audiences in the US and UK. Our approach included:

1. Brand Essence

We leaned into Berlin’s vibrant identity while focusing on its more refined and sophisticated aspects. Rübbelberg became a symbol of indulgence—a nod to the unconventional and extraordinary—but presented in a polished, upscale manner.

2. Brand Film

The campaign centerpiece was a brand film shot on location in a villa in Potsdam. It featured a diverse set of people representing modern Berlin—artisans, intellectuals, creatives, and professionals—coming together in a refined setting to share in the eccentricity of Rübbelberg Eierlikör. The film captured the essence of Life in a Sip by blending sophistication with individuality.

3. Digital and Offline Media Assets

We developed a suite of campaign assets designed for use across digital and offline media. From the brand film to billboards to social media content, every touchpoint reinforced the idea of Rübbelberg as a sophisticated, yet playful indulgence.

4. Storytelling Through Imagery:

The visuals showcased an elevated narrative—a diverse group of people coming together in a stylish setting to celebrate life and individuality. The refined backdrop contrasted beautifully with the eccentricity of the drink, creating a compelling story of balance and uniqueness.

Outcome

The Life in a Sip campaign reintroduced Rübbelberg Eierlikör to a younger, urban audience as a product of indulgence and artistry. By tying the brand to Berlin’s sophisticated culture, we positioned it as more than just an egg liqueur—it became a part of a lifestyle, a choice to embrace the extraordinary.

Reflections

Rübbelberg’s campaign proved that even a product perceived as old-fashioned can resonate with modern audiences when paired with the right story and aesthetic. Life in a Sip wasn’t just a tagline; it was a call to savor life, to embrace the eccentric, and to celebrate individuality in a sophisticated way.