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← Back to IdeasMumm and Ogilvy Champion Enjoyment with Attitude The first large-scale campaign for alcohol-free sparkling wine
Frankfurt, Oktober 7, 2025 – Ogilvy is launching the first 360° campaign by a major German sparkling wine brand dedicated exclusively to alcohol-free sparkling wine for its long-standing client Mumm. The campaign, which has been running with high reach since October 6, is a strategic response to the booming market for alcohol-free alternatives (+15.2% growth p.a.). It translates the growing demand for freedom of choice into a modern brand attitude under the campaign motto developed by Ogilvy: “Have the Mumm to enjoy life.”
At the heart of Ogilvy’s creative strategy is decoding the brand name itself. In a time when consumers want to make self-determined choices, “Mumm” becomes synonymous with the courage to follow one’s own path – with or without alcohol.
Mumm’s greatest strength has always been in its name. In an era where mindful enjoyment and freedom of choice are gaining importance, this core – the “Mumm” – has been reinterpreted and recharged. The current campaign is not just classic product communication, but an expression of a clear attitude: it inspires people to make decisions with confidence and enjoy life on their own terms. This courage makes the brand more modern and relevant than ever.
The centerpiece of the campaign is a 20-second TV and cinema spot that emotionally amplifies this vision. It tells the story of a young woman who breaks away from her urban routine and spontaneously joins a lively celebration – a visual call to embrace the freedom to enjoy the moment.
“Courage is part of Mumm’s DNA. With ‘Have the Mumm to enjoy life,’ we capture this brand essence and position Mumm as a modern, bold, and forward-looking brand,” says Stephanie Schieszl, Marketing Director at Rotkäppchen-Mumm.
Since October 6, the 360° campaign has been ensuring maximum presence across all relevant channels, including TV, cinema, YouTube, streaming services (Joyn, Disney+, Sky), and social media (Instagram, Facebook, Pinterest), supported by targeted influencer activations. Point-of-sale integration is planned for 2026.
Early market research results from Kantar already confirm the creative strategy’s success: the spot ranks among the top 3% of the most successful ads in the “Enjoyment Factor” category and outperforms 93% of all comparable spots in strengthening long-term brand attractiveness.
Vimeo link: https://vimeo.com/1123848118?share=copy
The Makers
Rotkäppchen-Mumm
Stephanie Schieszl, Marketing Director
Carmen George, Marketing Manager Premium & Lifestyle
Sina Lockowandt, Senior Brand Manager Mumm
Ogilvy
Account: Elif Alaz, Jorinde Gessner; Creative: Christian Kuzman, Lothar Müller, Amman Mohammed; FFF: Tanja Frohwerk
Director: Thomas Garber
Production: Tony Petersen Film
Press Office Ogilvy
Ogilvy GmbH, Darmstädter Landstraße 112, 60598 Frankfurt
Phone: +49 172 6878986 | presse@ogilvy.com | LinkedIn: Ogilvy Group Germany