Creative agency David+Martin has launched a bold AI-driven campaign for Rauch Ice Tea, produced by Sterntag, under the slogan “erfrucht dich frischend.” The campaign targets Gen Z in Germany and stands out through its heavily artificial intelligence-powered production and highly distinctive visual language.
The campaign’s visual direction, described by the agency as “absurdly fruity,” uses generative AI to create surreal, hyper-colorful imagery that deliberately breaks with traditional beverage advertising aesthetics. The exaggerated, offbeat style positions Rauch Ice Tea as fresh, disruptive, and culturally aware within a competitive soft drink market.
According to David+Martin, Rauch is the first beverage brand in Germany to launch a campaign produced almost entirely with generative AI technology. This positions the project not only as a creative statement but also as a marker of technological innovation in German advertising.
By leveraging AI-generated visuals and unconventional storytelling, the campaign aims to increase brand awareness, social engagement, and cultural relevance among younger audiences. The project highlights how generative AI is increasingly being used not only as a production tool, but as a defining creative driver in brand communication.
