USP Partner follows in the footsteps of founding father Roniger for Feldschlösschen

To mark the anniversary, Switzerland's largest brewery launched the "1876" beer as a tribute to its founding father, Theophil Roniger (1844 - 1913). The TV program accompanying the launch of the beer traced the path of Theophil Roniger and his many years on the road, where he learned his craft of brewing and ultimately developed the founding recipe that laid the foundation for the establishment of the Feldschlösschen brewery and whose first recipe today serves as the basis for Feldschlösschen 1876. USP Partner was commissioned by Feldschlösschen to bring the history of Theophil Roniger to life for the target group in a brand-appropriate and emotional way. Within the framework of various concept routes, one direction emerged as particularly suitable: the staging of Theophil Roniger's wanderings as part of an escape room. Three themed worlds full of puzzles In addition to developing the detailed concept, USP's concept work also included developing a business case for the subsequent operation and testing the feasibility/implementability at various locations and with various operating scenarios in advance. The Escape Room was finally realized in Feldschlösschen's "Brauwelt", the newly created visitor center at Feldschlösschen's headquarters in Rheinfelden. The Escape Room adds a new and innovative highlight to the already attractive Brauwelt, where visitors can follow in the footsteps of Theophil Roniger on his wanderings and experience his journey at first hand. Just as the founder had to overcome various challenges on his wanderings, visitors to the escape room have to solve various puzzles in order to make their way through the three elaborately staged themed worlds. The themed worlds trace the various stages of Theophil Roniger's wanderings and the puzzles are also thematically aligned with the story to ensure brand-appropriate storytelling with plenty of content for a unique brand experience. As part of the project planning, USP brought two strong partners on board for the realization: Stammkraft realized the construction of the rooms on behalf of USP, true to the concept and with great attention to detail, Sherlock GmbH as developer and operator of its own escape rooms in the Basel area supported USP in the entire puzzle development and construction of the puzzles. As a full-service agency, USP had overall responsibility for the project and was responsible for the overall project management from the concept to the handover of the keys and final training of the game masters. All information about the escape room and booking can be found on the Webpage of the brewing world of Feldschlösschen.

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Responsible on the customer side at Feldschlösschen Getränke AG: Jérôme Rueff (Brand Director), Astrid Roland (Marketing Manager), Dominique Herzog (Junior Brand Manager). Responsible on agency side: USP Partner AG (overall responsibility, concept and project management), Stammkraft(realization construction), Sherlock GmbH (puzzle development, puzzle construction).