BIONADE is more than just an innovative, non-alcoholic soft drink; the young brand has become the symbol of a new culture. It stands for joie de vivre, sustainability and morals. The aim was to let the first BIONADE advertising campaign live up to expectations of this delicate brand image.

A provocative claim was combined with a credible ad campaign. Besides sales-promotional advertising via traditional media outlets (blow-ups, posters, ads, radio ads) a community site (“www.stille-taten.de”) was set up with the aim of bringing to life an initiative, which would spread the idea of a better world in an unusual manner.

Six months after its launch, the “Silent Deeds” initiative had more than 1,000 voluntary supporters and more than 1,200 links to it in various blogs.In 2007 BIONADE sold more than 200 million bottles and increased sales by more than 300%.

BIONADE’s unconventional advertising campaign was covered all over Germany in all media.