Creative agency David+Martin has launched a bold and unconventional campaign for Rauch Ice Tea, produced by Sterntag, under the slogan “erfrucht dich frischend” (“refresh yourself fruitfully”). The campaign, aimed primarily at Gen Z in Germany, is heavily driven by artificial intelligence and stands out for its surreal, intensely colorful visual style.
The visual direction, which David+Martin refers to as “absurdly fruity,” is intentionally offbeat and exaggerated, helping the brand break away from more traditional marketing approaches. It captures attention instantly and positions Rauch as fresh, youthful, and distinct within a crowded beverage market.
According to David+Martin, Rauch is the first beverage brand in Germany to launch a campaign almost entirely produced with artificial intelligence, marking a shift in both creative execution and technological innovation in advertising. The campaign aims to boost brand recognition and engagement by appealing to younger audiences through a visually disruptive and unconventional approach.
