‘Nie zo spät för e FRÜH’ (translated:It's never too late for a FRÜH beer") is a tribute to all FRÜH fans and invites you to celebrate Cologne conviviality – with a freshly tapped Kölsch, on the Rhine or in the brewery.
To mark the release, FRÜH is also launching the #NieZoSpätFörEFRÜH challenge: fans are invited to share their favourite FRÜH moments using this hashtag – whether in the stadium, in their favourite bar or during a spontaneous round of drinks with friends. The most creative posts will be presented on the FRÜH social media channels.
A song that was born in the moment
The Cologne-based audio branding agency audio rebels is creatively responsible. The song and the specially developed sound logo give the FRÜH brand its first audio identity. Benedikt Graf, owner and creative director, composed and sings the song himself.
‘The song impressively reflects what makes Cologne and FRÜH special: cosmopolitan and sociable people who are passionate about and authentic to Cologne and our beloved brewery culture.’
Music as an emotional trademark
‘Music has the power to evoke emotions and connect them with memories – and that's exactly what our vision was from the moment we heard the song for the first time,’ explains Bianca Bendriss, head of the FRÜH gastronomy division. ’With the song, we are linking our brand even more closely with the Cologne way of life and our Rhenish culture. The song impressively reflects what makes Cologne and FRÜH special: cosmopolitan and sociable people who are passionate about and authentically committed to Cologne and our beloved brewery culture,’ says Matthias Schmidt, Senior Brand Manager FRÜH.
With ‘Nie zo spät för e FRÜH’, FRÜH has established a memorable musical trademark that authentically conveys the company's philosophy and the joy of enjoyment. The importance of music in brand communication is thus becoming a new success factor for FRÜH – a true expression of Cologne's joie de vivre.
Plan your event at FRÜH am Dom or FRÜH Em Tattersall now.