Who's actually going to get the crown here?

The König Pilsener brand is meant to come across as more modern and youthful, playing a clearer role in the everyday lives of younger people—without losing its loyal fans or sacrificing its legacy assets. Instead of replacing the tagline, it’s being reinterpreted: The crown moves from one’s own head to that of others. “Today, a König” now means: You’ve earned it, not me—conveyed through small, everyday scenes like helping someone move, a spontaneous piano performance at a bar, or a simple “Thanks for being there.” The old “treat yourself” phrase becomes a currency of appreciation.

At the same time, the brand’s visual identity is being updated: more red, a subtly redesigned logo, and a tagline that is now firmly integrated into the logo and consistently appears on bottles, cans, and packaging. It’s not a radical “We’re completely different now” approach, but rather a visible refinement of the existing brand profile.

As a brand consulting firm, we’d still raise a small question mark: Is this shift enough to truly connect with the younger target audience—a generation that tends to value diversity, equality, less emphasis on status, and often less alcohol? The term “king” carries with it patriarchal and hierarchical connotations that don’t automatically align with community, approachability, and balance. The direction—away from “I” and toward “you”—is right. Whether the old crown remains the right symbol for this will be decided less in the strategy presentation than in real life: at the bar, among friends—and by those who, in the end, are truly willing to let this crown be placed upon their heads.

Or what do you think?

Here's the link:

https://www.horizont.net/agenturen/nachrichten/nachfolger-von-david--martin-koenig-pilsener-praesentiert-neuen-markenauftritt---von-neuer-leadagentur-235162