Continental, one of the world’s largest suppliers of tires and automotive technology, has collaborated with renowned advertising agency VMYL&R COMMERCE on a personalized beer to celebrate 150 years in business. Called The Beer Brochure, it was recently shortlisted for the 2022 Cannes Lions Awards for Creative Excellence in the Consumer Services B2B category. Only 10% of entries are finalists in each category. The beer brochure included a custom brew developed with a popular brewery in Tampa, Florida, and unique packaging that individuals could scan to learn about Continental’s history over the past 150 years.

Sarah Behrens from VMYL&R COMMERCE says: “This was a special project for us. The idea was a unique way for Continental stakeholders to celebrate such a monumental milestone. We are delighted to be recognized internationally for this.

Continental was founded in 1871 to manufacture soft rubber projects and rubberized fabrics. Today, Continental’s journey has led them to become a leading international technology company. Mobility has always been at the heart of Continental’s concerns. Their rubber products, tires and technology now equip three out of four vehicles in circulation in the world.

“We are proud of our history and wanted a fun way to share it with our employees and customers. The beer brochure is a toast to our history and accomplishments,” says Carolina Wagner, Continental Marketing Manager, US Truck Tire.