the world is as big as you put into it
Dreher has introduced a new visual identity, packaging, and communications platform. Launching today, the 360° campaign focuses on “the positivity that lives within us,” celebrating the everyday characters who spot life’s small joys and make the world around them a better place.
Both the TV commercials for Dreher’s alcoholic portfolio and, later on, the Dreher 24 non-alcoholic beers revolve around characters who possess the ability to stay positive and easily connect with others through their sense of humor. While they don’t have any superpowers, they still manage to brighten the world. The rest of the campaign’s visuals also highlight these moments. The new platform is best expressed by the unifying headline: “To the positivity within us!”
This outlook and progressive approach define the new packaging as well, which uses bolder, more attention-grabbing colors. Following the latest international trends, the refreshed design is minimalist and modern yet retains Dreher’s key elements: the triangle symbolizing the three main ingredients and the iconic bridge. The popular slogan “It’s what’s inside that truly counts” (in Hungarian: „Annyi a világ, amennyit beletöltesz”) also remains, as it resonates well with the platform.
Throughout Central Europe, there is a tendency to view the world more gloomily than usual. The evolution of public discourse in Hungary is a good example of this. Ongoing negative news—from the neighboring war to Europe’s economic stagnation—has started to erode even the optimism of those young adults who until now have seen their glass as half-full. That’s why we decided to make the little joys of life and the people who can notice them the focus of our new platform, thereby transforming the mood of those around them. Our newly launched commercials celebrate these individuals and the positivity within them, – said Szymon Skoczylas, Marketing Director at Dreher Breweries.
Beginning March 3, 2025, consumers will encounter this nationwide campaign not only in TV spots but also on billboards, in online ads, and across social media.