17 June 2019 - Tongerlo, ‘En nu even niks anders’ / 'Et maintenant, rien d'autre'. This is the experience promised by Haacht Brewery in a meters-high campaign developed by Kunstmaan I Accenture Interactive for the award-winning abbey beer. This philosophy has been long embraced by the Norbertine Fathers, original brewers of Tongerlo. The sentiment expressed in their motto, ‘Festina lente’ or, ‘Hurry slowly’, may be centuries old, but is sought after today more than ever. To pour a Tongerlo for yourself is to experience a moment for yourself. Busy agendas, the endless stream of social media content and incoming messages are put aside for a bit.
“We are sincerely proud of this campaign: it puts people at the center and responds to the day-to-day reality of many people”, says Roeland Gielen, Managing Director of Kunstmaan I Accenture Interactive. “By encouraging people to take time out and enjoy the moment, Tongerlo offers an authentic experience amidst the cluttered special beer category.”
“So much of today’s advertising is about pushing your product to your target audience”, explains Boudewijn van der Kelen, Marketing Director of Haacht Brewery. “We are putting ourselves in the shoes of the Tongerlo-lover, who longs for the time and space to enjoy a quality moment. Our beer, in all its simplicity, has an authentic taste full of character. A unique taste achieved from the true family craftsmanship that goes into the brewing process.“
The campaign will run from 17 June to 31 July.