"For a good reason. From the region": New brand campaign by Carolinen Brunnen shows the beauty of the home region OWL

"For a good reason. From the region!" - The traditional Bielefeld company Carolinen Brunnen launches its new brand campaign and consistently focuses on the beauty of its home region of East Westphalia-Lippe (Ostwestfalen-Lippe). Carolinen is not only emphasising its origins and its connection to the local people. The mineral spring also shows that OWL - as the region shaped by the Teutoburg Forest is affectionately called by the locals - is characterised by a rich nature worth protecting, which also makes every sip of Carolinen mineral water so special.

Saskia Huneke, Marketing Manager of Carolinen Brunnen: "As a traditional Bielefeld company, we have always had a special connection to our home region of East Westphalia-Lippe and its people. The Teutoburg Forest that surrounds us here is a refuge of nature and captivates with beautiful places. Our Caroline mineral water comes from the depths beneath the 'Teuto', protected by layers of rock that are particularly rich in minerals. These ensure the best natural mineral water quality and pure enjoyment for the whole region. We show all this to the people with our new brand campaign."

The slogan "For a good reason" has long stood for the Carolinen brand. The new brand campaign now expands the claim with a focus on the attractiveness of the region and recharges it. The visual core of the campaign is formed by three expressive motifs, which were shot at prominent locations and have great recognition value among the people in the region:

• Carolinen Classic shows the Silberbach Valley in Horn Bad Meinberg.
• Carolinen Medium presents a motif of the river Diemel.
• Carolinen Sanft shows a motif from the surroundings of the Weser.

360-degree campaign from poster advertising to social media

Central to the new brand campaign is the consistent 360-degree playout of the three motifs across various channels in the region. This includes out-of-home (OOH) advertising in the form of large-format posters, full columns and megalights as well as three radio spots. Digitally, the motifs can be found as display ads as well as in social media in the form of static formats and as video ads. The motifs will accompany people on the various channels until November 2022. The measures will be complemented by a relaunch of the Caroline website at www.carolinen.de.

Activities in climate and environmental protection

Carolinen Brunnen's solidarity with its home region is reflected not least in numerous campaigns for climate and environmental protection in East Westphalia-Lippe. For example, Carolinen established a climate forest in Bielefeld in autumn 2021. The Carolinen climate forest comprises a total of 5,000 trees. The tree plantings were also part of Carolinen's apprentice sustainability programme, which includes both theoretical and practical components and complements the dual training of first and second year apprentices. In this way, the traditional Bielefeld company wants to motivate its junior staff to deal with future topics such as water, species or climate protection in addition to the usual school material.

Carolinen is also active in soil protection and the promotion of biodiversity in the region and cooperates with the Bielefeld organic farmer Rüdiger Bobbert. And even in its striking administration building, Carolinen has placed great emphasis on sustainability: Thanks to the use of numerous innovative environmental technologies, it is a zero-energy building and was awarded the Environment and Climate Protection Prize of the City of Bielefeld for this achievement.