Veltins and the Cologne-based rheingold Institute have long been a well-established team in market research and jointly develop the brands.
The challenge this time was to establish a Helles beer on the market that goes beyond Bavarian appearance and origin.
Veltins called in rheingold at a very early stage. With in-depth psychological market research, various designs and containers were tested from the consumer's point of view and the beer was tasted.
The analysis also included atmosphere and body language.
rheingold psychologists translate what is said into what is meant. After the analysis, rheingold gave a clear recommendation: Go for Pülleken. A courageous decision by Veltins that has visibly paid off.
The psychological insights and strategic support provided by rheingold made all the difference in the development of Pülleken.
Benefits