Successful low-price beer which doesn´t use any kind of advertising

On the picture you can see a German canned beer which only costs 39 cent !!! 

The strategy of this brand is to offer a low-price beer, which competes without advertising support, only through the point of purchase. 

Its packaging is very simple and reduced, but I think it´s anyhow an eye-catcher with a high recognition value.

The text on the can says: “Only a black-and-white can! No golden can with an expensive embossing! Only a simple design! No high-priced TV-ads! You benefit from this savings! We saved on nearly everything except for the quality of the beer! 5,0 Original is a beer which is brewed in accordance to the German “Reinheitsgebot”! Pay less for a good Pilsner without embellishment!”

In fact this strategy works. In Germany it was the most-sold Pilsner in cans with a market share of 21% (2009). I also like this beer! A lot of young people drink it especially on festivals. Of course its taste is not the best, but the value-for-money ratio is very good.

I think this example shows that mainly in the low-price segment, where the price is essential, it´s possible to succeed with such a marketing strategy. Saving advertising costs offers them the opportunity to provide a very cheap product that succeeds mainly through a good quality and a high-impact packaging.

Rebecca Engesser