In the summer of 2008, soft drink brand BIONADE set a mark with an unconventional advertising medium: the company constructed a monument consisting of more than 6,600 BIONADE crates, spelling out the words “Thanks Hamburg”, opposite the tourist attraction of Hamburg’s Landungsbrücken (Landings Bridges). The monument was more than 6 metres high and 100 metres long.

In July 2008, BIONADE constructed a monument consisting of more than 6,600 BIONADE crates, spelling out the words “Thanks Hamburg”, opposite the tourist attraction of Hamburg’s Landungsbrücken (Landings Bridges). More than 25,000 bottles from the monument were donated to the World Children’s Day, which was on in Hamburg at the same time. On top of that, BIONADE also put 2 million bottles of a “Thanks Hamburg” special edition on sale. Several thousand of these were distributed for free in the city.

During the campaign (July-August) BIONADE increased its sales by approximately 11%. More decisive, however, was the coverage the campaign received in the regional and national press and on the Internet (blogs, news, and flickr). More than 1 million of Hamburg’s residents and visitors to the city saw the monument live. Unfortunately, we cannot say how often it was photographed or filmed.