How can you use a packaging innovation to entertain a nation?
VILSA had developed a new bottle that brought together two very different worlds: the convenience and robustness of PET with the freshness and taste protection of glass — made possible by an innovative glass-like barrier inside the bottle.
On paper, that’s a strong product innovation. In communication, it’s a tougher sell. Because the thing that makes the bottle different is something you can’t see. And PET x Glass isn’t exactly a combination people naturally understand.
So we used the product itself as the blueprint for the campaign.
If the bottle brings two unexpected worlds together, why not do the same with the people explaining it?
Enter Klaas Heufer-Umlauf and Papaplatte.
One comes from television and mainstream entertainment.
The other from Twitch, streaming and internet culture. Different generations. Different audiences. Different references. And that was exactly the point.
Instead of making them explain the technology in a polished product film, we made the process of trying to advertise it the entertainment. Unfortunately, our two testimonials have very different ideas about what that should look like.
The campaign became the making-of its own campaign.
Because their chemistry was the format, the idea could stretch across hero films, shorter edits, social content and paid placements without needing a completely new mechanic every time.
In close collaboration with both talents, we created a series of increasingly questionable concepts, generational misunderstandings and advertising clichés — while the actual product story slips naturally into the conversation.
The campaign ran nationally across A/CTV, social, YouTube, Twitch and other digital channels, while the Frischeschutzflasche itself became part of POS and packaging communication. VILSA described it as one of the largest campaigns in the company’s history.
And apparently, people loved to watch two guys argue about a bottle ad.
244M ad impressions 115M views ~1M unique website visitors within the first three months
The campaign was also picked up by German trade and marketing press, including coverage around the unusual decision to make the packaging innovation itself the campaign story.
And Klaas and Papaplatte didn’t disappear after the launch either:
VILSA continued using the pairing in its subsequent brand communication.
Project summary
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häppy x VILSA
2025–2026 -
Senior Art Director
Concept Development
Campaign Development
Art Direction
Social Content Development
Production Supervision
Press Material