‘The best wine is made with respect.’ This is the philosophy of the Mallorcan wine producer and our practice partner Can Axartell.
Since 2012, the Schwarzkopf family has been cultivating organically certified vines at Can Axartell, a centuries-old vineyard in the north-east of Mallorca. The modern yet traditional winery focusses its work on the careful treatment of the environment, employees, tradition and future generations.
This is particularly evident in the gentle and unique ‘Mètode Gravetat’ winemaking process, which produces high-quality wine without mechanical pumps and using only gravity.
But how can target group-specific messages be derived from this? And which channels can be used to reach suitable target groups? Our 3rd semester Brand Management students and a Brand Innovation student found answers to these questions, focussing on the area of Corporate Social Responsibility (CSR).
Under the supervision of Prof Ute Röseler, Prof Dr Yonca Limon-Calisan and our freelance lecturer Stefanie Mager, three teams developed a CSR social media concept. First, they analysed various markets, took a closer look at the competition and defined target groups. Based on this, they worked out relevant channels and core messages for the target groups. The students presented the concepts they had developed for three national markets to Karl Heimers and Philipp Belke-Grobe as well as two working students from Can Axartell.
‘For me personally, the project was very exciting and new,’ says student Emely Meyer. ‘Under the given circumstances in Corona times, we only had the opportunity to work together on the project online. Without being present, it was initially difficult for everyone to create work that built on each other. But over time, the project became a successful strategy. In contrast to the shoulder view, we were then allowed to present our final presentation to the practice partner in person at the university. We were more than happy to be able to perform on site. The atmosphere at BU made the whole thing seem much more real and serious and helped me and my fellow students with our presentations. It was a small step back to normality.’
Karl Heimers, Business Developer at Can Axartell:
‘The students' ideas gave us very multi-faceted perspectives on our social media channels. By working out specific solutions, we now know which adjustments need to be made.’
Our special thanks go to Can Axartell: this practical project gave the students the opportunity to solve one of the daily problems of a brand manager under real-life conditions.
Thanks to generous gifts of Can Axartell wines, we can toast the success of the project - as we were able to sample the quality of the wines for ourselves at the kick-off and final presentation.
