Finally, what belongs together comes together. The House of Underberg and DIE FANTASTISCHEN FOUR have had a close bond for years, which is now expressed in a unique cooperation. The heart of the extraordinary partnership is the spot “4 Seconds of Silence: Small Ritual – Great Friendship”.
- Campaign addresses the special connection between Underberg and THE FANTASTIC FOUR
- On the friendship: Underberg has been a part of the band’s ritual for over 30 years
- The heart of the partnership is the spot “4 Seconds of Silence: Small Ritual – Great Friendship”
- Underberg activates concerts on the “Long Player” tour
“The video is more than an advertisement,” says Vera Donner-Sander, Brand Director of Semper idem Underberg AG, at the presentation of the cooperation at the Underberg headquarters. “The spot not only celebrates the shared understanding of moderate enjoyment and communal rituals, but also a partnership based on trust.”
This almost sacred tradition has existed since the band’s founding: the four hip-hop legends come together and toast each other and their friendship with Underberg. The relationship between the legendary herbal bitters and the four musicians from Stuttgart goes back to the 90s. Whether after a long and successful day in the recording studio or during a concert tour – the iconic portion bottles have their regular place in the so-called “band shrine”.
Hubertine Underberg-Ruder: You are perfect brand ambassadors
This connection, which is so natural for the four of them, was honored in a special way by the House of Underberg on the band’s 25th anniversary: Emil Underberg gave the musicians a cake made from 100 Underberg bottles (four x 25), presented by Dr. Hubertine Underberg-Ruder as part of the 2014 anniversary tour. “It was an unforgettable evening – they were incredibly happy about the gift,” remembers the committed family entrepreneur and mother of four. “A very personal relationship has developed over the years. They are very authentic and, ultimately, perfect brand ambassadors.”
Dr. Ludwig Ruder, son of Hubertine Underberg-Ruder, who succeeded his grandmother Christiane Underberg on the supervisory board in February 2024, adds: “I am very impressed by this partnership, which feels more like a friendship. When I saw Smudo at the OMR Festival For example, when I met him, he enthusiastically told me how much he was celebrating the new Underberg Espresso Herbtini.”
With the FANTASTISCHE FOUR, four times Underberg have now become three-plus-one. “For me as an espresso aficionado, the Herbtini is simply a success,” says Smudo.
Michael Söhlke, CEO of Semper Idem Underberg AG: “THE FANTASTIC FOUR celebrate Underberg as their love brand in such a friendly and authentic way – it just gets under your skin. What the four do is always genuine and full of passion. They are an original and Nevertheless, they continue to reinvent themselves: They fit Underberg perfectly and, like us, have a very loyal fan community.”
Sampling, promotion, meet-and-greet raffles & extensions at the POS
Underberg and the band’s fans: The next tour will prove that this fits. In December 2024, the band will present songs from the new album “Long Player”, which will be released on October 4th, in 16 cities in Germany, Austria, Switzerland and Luxembourg. Always with you: the herbal bitters from Rheinberg. For some selected concerts there will be on-site sampling, promotional activities and meet-and-greet raffles via social media. In addition, the “Small Ritual – Big Friendship” campaign will be extended through various displays at the POS in stores.
The spot for the collaboration between Underberg and THE FANTASTIC FOUR can be seen from October as part of an online campaign. The black and white film shows the four musicians celebrating their deep friendship while playing boules on the beach or in the catacombs of a large arena and crowning this with Original Underberg and Underberg Espresso Herbtini.
The creation of the film comes from the band’s long-standing marketing agency, Radar Media from Bochum (CCO Oliver Ihrs); The production was taken over by “Tape in a Nutshell” from Cologne, under the direction of director Oliver Berberich.
Interview with the Fantastic Four https://semper-idem-underberg.com: It began as part of a workshop in Austria in the 90s: The Fantastischen Vier discovered Underberg for themselves. Since then, herbal bitters have become an integral part of the band life of the hip-hop legends from Stuttgart. Speak in an interview Smudo, Thomas D and Michi Beck about “the ritual” and its relevance, the special relationship with the Underberg family and why the Underberg Espresso Herbtini suits the “show-off” so well. Click here for the interview: https://ots.de/ijQOdQ.
About Semper idem Underberg AG: Semper idem Underberg AG is a value-oriented family business from Rheinberg on the Lower Rhine. The group’s core competencies are the consumer-centered development and production of premium spirits as well as the global distribution of the products. In addition to the internationally known brands Underberg, Asbach and PITÚ, other own brands and distribution brands are offered. These include our own St. Hubertus, XUXU, Zwack Unicum and Grasovka as well as numerous distribution brands such as Amarula, Koskenkorva Vodka, BOLS, Linie Aquavit and Ouzo of Plomari.
Underberg brand: In 1846, Hubert Underberg selected what he considered to be the best herbs from 43 countries for his Underberg. The company founder developed the “Semper idem” process, which is still used today and is kept secret, to guarantee the particularly gentle extraction of the herbal active ingredients and consistently high quality. Underberg has always contained no added sugar or caramel. The bitters are non-GMO, vegan and gluten-free. To this day, the herbal bitter still matures in Slovenian oak barrels in the historic rooms beneath the headquarters in Rheinberg before being bottled into the legendary 20ml portion bottle.