100 Years Rauch Fruit Juices
On 1 September 1919, Franz Josef Rauch founded what was then still a small juice bottling enterprise. 100 years and four Rauch generations later, it is a family-run global player and a major drinks producer. This special anniversary was not only to be duly celebrated but also to reflect the special corporate culture of the Rauch brand. Family continuity, quality, respect for nature and a constant drive for innovation have been shaping a culture that honours the old and welcomes the new. These were to be highlighted in the anniversary campaign under the title “#startup1919” and “100 Rauch stories” by the company and on social networks. The task of the agency (f)acts was to turn this campaign and the typical Rauch spirit into an experience at the anniversary event – in the very place where it all began exactly 100 years ago.
In less than 48 hours, part of the production site became an event location with a pallet look. The more than 3000 guests were first taken back to the founding years at an entertaining standing reception. At exactly 19.19, the gates opened to the hall where the main programme was held. ORF television host Tom Walek, together with the CEO Jürgen Rauch, first welcomed four high-profile contemporary witnesses at the Juice Bar. While these looked back with interesting anecdotes, the later bar room discussions with the management turned towards the present and the future. The performance of the company founder himself was a highlight intended to reinforce the idea that the old and the new belong together: he appeared as a lifelike 3D holography. After a very personal reading by the author Michael Köhlmeier, a percussion show formed the transition to the ensuing party.