Brauerei Locher. Change the brand, not the product.
How to increase sales by 700% with human insights.
What is inside is much better than it looks. So let’s get to it.
«Locher» is one of Switzerland’s most famous breweries and its owner Karl Locher is a real inventor. He turned brewers grains into tasty chips and branded them «Tschipps».
But no one wanted them. Once we tried the chips we knew the product was not the problem. But what is it then?
Make Things People Want
People love brands. «Locher» produces one of the most iconic beers in Switzerland: the «Quöllfrisch». A tasty beer with an incomparable design. So what do people want?
They want to match their products. For instance, it makes total sense as a proud Mercedes owner to own an umbrella, keychain or baseball cap with the Mercedes logo. In fact, this merchandising is worth millions in revenues for many brands.
Once you realize this, you realize that the chips were simply positioned incorrectly under the name Tschipps. There can only be one solution: Quöllchips.
As soon Karl Locher understood our concept he sat on the phone and pitched Quöllchips to the retailers. The result: Suddenly everyone wanted to order the previously neglected chips in high numbers, forcing the brewery to expand the production capacity by 700%. So remember. The product is the best marketing. But the brand transports it.
A match made in heaven: Switzerland’s most iconic beer accompanied by its own chips made from the same natural resource.
Already Steve Jobs knew: «It’s not the customer’s job to know what they want.» He is right, because it is my job.