In 2015, Israel and Germany celebrated the 50th anniversary of their diplomatic relations. Inspired by the ideal of true friendship, an innovative hummus beer called Mazelprost was created. The brand name combines two specialities for which the countries are famous, hummus and beer, but also the Hebrew expression “Mazel Tov!” and the German word “Prost!”. Its transparent label, seal and colour scheme reflect current trends within the craft beer segment to give Mazelprost a contemporary image. In December 2015, Mazelprost was added to the collection of the Jewish Museum in Berlin.
Botschaft des Staates Israel, Berlin
Peter Schmidt Group, Hamburg BBDO Berlin BBDO Tel Aviv