In 2014, Germany’s lemonade market was dominated by well-established brands. Since 2013, there has been Die Limo by granini which was ready to take over the market. Many of the lemonade positionings were already taken. Market research showed that three out of ten consumers were looking for an alternative on the market. A grown-up, bittersweet refreshment with a taste of its own – something more than just a lemonade.
To raise awareness for Die Limo among the young target group, the German comedy and show host duo Joko & Klaas got signed and the 2015 campaign “Perfect advertising” was very successful.
After last year’s success, Joko and Klaas are so self-opinionated that they think they could do anything. And that’s what they do. Without hesitation, they go to the Limo boss, ask for more money and want to change quite a lot. But there was one thing they hadn’t reckoned with: the head of Eckes-Granini. Instead of getting more money, the two of them got new tasks: They had to sell the Limo from an automat and walk around with a vendor’s tray on the Potsdamer Platz in Berlin.