On top of the world

Berlin is everywhere

Berlin 2016. A city whose landmarks are world-famous: The wall, which used to divide East and West. The television tower on the Alexanderplatz. The yellow trains which criss-cross the city.
Berlin is also famous for its nightlife. No other German city is so well-known, and no other city reflects Germany’s young, modern multicultural image so strongly.
The positive image of the modern, multicultural and young Berlin is used by Sinalco: the cult soda brand from Duisburg is setting its new commercial in the German capital city, saying: Both Sinalco and Berlin represent German quality that travels across the globe.
But not everything that looks like Berlin is actually Berlin. A large part of the new spot was filmed in Duisburg. But when cut together, the images transport us to the vibrant capital.
The positive tone is reinforced by the soundtrack, “On top of the world” performed by Lvin Red. The young musician from Ghana has provided the ideal song – it stays in your head and makes you want to dance.
The spot is accompanied by a range of images of its actors, which can be used for posters and point-of-sale activities. The aim is to improve the recognition of the commercial, and communicate with the same tone throughout the marketing mix.
This campaign will launch soon in Sinalco’s individual markets around the world. The new slogan to accompany the campaign is “Einfach lecker!” – the German phrase literally means “simply tasty”, and it will be translated appropriately wherever it is used.
“It is nice to be able to project a young confident image of Germany around the world,” says Mongi Goundi, Managing Director of Sinalco International Brands. “No other country has such a strong image when it comes to quality, one of our core brand attributes. We are helping to spread the positive image of Germany and relate this image to our brand.”