Bionade was born out of the desire to invent an entirely new soft drink. A counter-approach on the market; healthy, natural and brewed with conviction.An unconventional product that required an unconventional (debut) advertising campaign.

A provocative claim is combined with a clear and authentic ad campaign. Besides sales-promotional advertising in various traditional media outlets, the “Silent Deeds” initiative was brought to life on the internet. With this approach, the brand built on a different form of sales promotion: it let the community advertise itself. With anonymous good deeds. All over Germany.

In 2007 Bionade sold more than 200 million bottles and sales increased by more than 300%.

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.

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