afri story

This year, afri’s celebrating with “80 years of difference” birthday parties in hip locations in selected cities. The on-trend concept invites you on a journey through time in the rebellious spirit of afri cola – with chilled heroes, far-out stories and exciting changes spanning eight decades. With cool visuals and killer tunes, the parties are a must for anyone in the know. afri is, and always will be, more than just a cola. afri is style, afri sets trends. From the scene, for the scene.

afri is kicking off its anniversary year at the Internorga from 18-23 March where afri’s “limited edition” will also be presented. In keeping with the “alternative for 80 years” concept, afri’s keeping it provocative and turning its logo on its head.

At the same time afri also presents a new corporate naming concept for the three different afri products. The name of the so far limited afri-red turns to afri power, afri-white changes to afri sugarfree, whilst the original afri cola is just modified in its spelling from afri-cola to afri cola.
In the anniversary year afri supporters do have one more reason for being happy: afri power will be a permanent part in the afri product line. With its increased level of caffeine, vitamins and taurine the power cola convinces trendsetters and party people.

A new home for the scene: In March, the cult brand opens the first afri studio in Frankfurt's Sachsenhausen entertainment district. Unconventional and different. The epitome of afri style. Consistent branding, individual decorative elements and 100% afri flair – the new hotspot for trendsetters.

132%. This is afri-red. The power-cola is taking the scene by storm. Revolutionary and raunchy. High caffeine content, vitamins and taurine make afri-red the must-have stimulant for party-goers. Unlimited power – limited edition.

No holds-barred afri look: Under the patronage of hair designer Andreas Sebastian Ehrle, afri is awarding the "Palme Noire" for the best interpretation of afri style in a haircut. Authentic, unique and different. The afri hairstyle contest is supported by PAUL MITCHELL and TOP HAIR International.
afri goes fashion

Round three of our promotion of young talent. As a style icon afri dedicates itself to fashion. And gets expert tips from Michael Michalsky und x-ray. The afri fashion design contest 2010 is searching for the afri outfit. And it awards the "Palme Noire" to design talents.

Round three of our promotion of young talent. As a style icon afri dedicates itself to fashion. And gets expert tips from Michael Michalsky und x-ray. The afri fashion design contest 2010 is searching for the afri outfit. And it awards the "Palme Noire" to design talents.

Fashion-conscious. Stylish. Creative. afri has got style. And it’s making waves in the fashion scene. The German cult cola is cooperating with the German star designer, Michael Michalsky. At his events at Berlin Fashion Week in January and July. And at the post-show party with its fashion hype that wows the senses.

Break out and cover the walls. afri brings art to the public. This is the second time that the cult brand is awarding the Palme Noire. And inspiring up-and-coming artists. Breathing new inspiration into the arts scene. The creative interpretations of the afri zest for life are captured in pictures. Individual Unconventional. Stylish. Just like the afri Art Award itself. Public online voting decides which works of art get to hang on the wall on the opening day of the exhibition.

afri is the driving force behind the largest gay event in southern Germany for the third time. At the CSD conference in Stuttgart, the cult drink with 'scene-cred' provides the necessary energy for the marathon party.

The caffeine kick for hot nights in the snow. afri sponsors the Rave on Snow again. The great ice-cold taste with the mountain beat.

Partying or watching TV? One of few big decisions in 2008. Because afri isn't just going places in the party scene. On afri.de it's also calling on people to make a daily decision. A new choice of alternatives for the afri community every day.

This is how the decisions went:
05.01.2008 Swap (16%) – Keep (84%)
20.01.2008 For ever 82%) – For one night (18%)
14.02.2008 Roses (66%) – Chocolate (34%)
29.02.2008 365 (52%) – 366 (48%)
10.03.2008 Active (74%) – Passive (26%)
31.03.2008 Downtown (70%) – Out of town (30%)
23.04.2009 Being creative (57%) – Copying (43%)
27.04.2008 Sleeping bag (43%) – Water bed (57%)
01.05.2008 Lily of the Valley (45%) – Handcart (56%)
24.05.2008 Sunbathing (65%) – Shadow puppet shows (35%)
07.06.2008 Public Viewing (68%) – Box seat (32%)
26.06.2008 Jubilation (72%) – Lamentation (28%)
02.07.2008 Beech trees (56%) – Balconies (44%)
17.07.2008 Charcoal (68%) – Electricity (32%)
17.08.2008 Top (42%) – Topless (58%)
22.08.2008 Air-con (43%) – Fresh air (57%)
07.09.2008 Saving (50%) – Forgetting (50%)
26.09.2008 Tattoo (73%) – Piercing (27%)
07.10.2008 Candyfloss (45%) – Gingerbread heart (55%)
31.10.2008 Sweet (59%) – Sour (41%)
10.11.2008 Winter tyres (67%) – Summer tyres (33%)
18.11.2008 Wild (78%) – Tame (22%)
01.12.2008 Snowboard (69%) – Skis (31%)
24.12.2008 Family celebration (78%) – Rave (22%)

The Gastro Blog initiative also runs throughout the year. Here our new afri scene-scout, Walter Vult, tells it like it is. The interactive blog reports on behalf of the community. About what he experiences and comes across in clubs. At petrol stations. In lounges.

The pitch-black cult soft drink is conquering the star-studded world of film. And simultaneously celebrating four film events.  

At the 57th Berlin International Film Festival afri is the "official supplier" responsible for providing get-up-and-go in the drinks department.
afri becomes an awarder of prizes in its own right. With the afri Young Filmmaker Award. afri awards the 'Palme Noir' for the first time. For the best short films by young filmmakers. Promoting young talent with assured style.
afri is sponsoring another big event in the German film industry: The New Faces Award Film. An initiative of the Burda media company and the BUNTE popular newspaper. On the eve of the German Film Awards, the best of the next generation of cinema talent receives the "Red Panther". A cult event outside the mainstream – with afri naturally.
A large party at the Bambi awards. And afri makes the longest evening a wide-awake experience.

afri is again sponsoring the CSD. And is there in Stuttgart as "official caffeine supplier". The previous year's success is continued. The tie-up with our unconventional partner underlines afri's image as a scene-conscious brand.
Heiß auf Eis [hot on ice]. afri supplies the Rave on Snow with caffeine. A party in the snow. In the Saalbach-Hinterglemm ski resort. Cold, pitch-black cult cola. And hot rhythms. It doesn't just melt the ice.

afri-white conquers the world of haute cuisine. In the shapely tapered bottle. Full caffeine. With no sugar.

afri-cola is as strong as ever. Just as black. Just as beautiful. But based on the original recipe again with 25 mg of caffeine/100 ml.

Elton, Germany best-known reality show star, tries out afri, the best-known German brand of cola. At the Intergastra trade fair in Stuttgart.

YOU DECIDE! afri puts everything to the vote. The new marketing campaign translates the revolutionary core brand into the 'Zeitgeist' of today. afri is reinvigorated on a number of different communications platforms and galvanises people with issues to be decided. Fast or feast? Progress or the status quo?  Opera or punk rock? And the most important decision is: for afri – against afri.

A decisive out of the ordinary sponsoring campaign. afri is there at the Christopher Street Day in Stuttgart. With caffeine of course. And T-shirts specially made for the event, as well as the live-blogging bus at lots of different locations. YOU DECIDE: Man or woman.

A sparkling liaison. afri-cola and SMIRNOFF vanilla-flavoured vodka make their joint debut on the scene. A new signature drink is born: "afrinilla". First presented at the FIZZZ Award at the P1 nightclub in Munich.

Hits the eardrums. Gets people dancing. Creates an afri party mood: The Flames didn't just create a hit with "Everytime". They created a piece of eternity. And the inspiration for the cool afri TV commercial. Laid-back young people breaking up miserable situations.  Breaking out instead of keeping your head down.  Easygoing and happy. Underlined by the cult claim "And everything turns afri". Pure zest for life. Not just once. But always.

Video

   Groovin’

There's a celebration going on. It's the 70th anniversary of the afri brand. To mark the occasion, star director, Wim Wenders, is making an advertising clip. Impressively evoked dreams. Visions fulfilled. Emotions felt. "It's all in afri-cola".

In May, there's an addition to the afri range. The light alternative, afri-cola light is born. The low-calorie version of the pitch-black cult cola is available in PET bottles at trade outlets. Now calorie-conscious fans can enjoy the afri taste too.
afri-cola gets a makeover. It fills sales shelves throughout Germany in super-lightweight non-breakable PET bottles.

Video

   Wim Wenders for afri

afri-cola changes owner. afri becomes the sole international licensed brand of Mineralbrunnen Überkingen-Teinach AG based in Bad Überkingen.

Sales and marketing as it strengths. This is what the company focuses on. Which is why all the production activities are transferred to contract manufacturers and licensing partners. To facilitate an effective service organisation.

afri gets itself noticed. And becomes part of a new approach to life. Being different. Flower-power. Rebellion and provocation. The now legendary advertising campaign designed by Charles Wilp makes afri a symbol of the all-encompassing state of euphoria. The avant-garde advertising clips with nuns behind iced-up windows reflect the untamed wildness of the era. afri becomes the  "sexy-mini-super-flower-pop-op-cola" and its "afri-cola's got it all" slogan conveys the upbeat mood of an entire generation.

After a two-year development phase, the redesigned bottle hits the market. The design is a real hit with the 'in' scene. afri quickly comes to enjoy a high level of brand awareness, as well as increasing popularity. Today, perhaps the "most beautiful cola in the world" embodies all that afri represents: true cult status.

afri starts playing an active role in sport. The popular cola brand is the sponsor of a cycling event,  which is named after it – the "afri-cola International Tour of Germany". It is described today as the predecessor of the Tour of Germany.

Karl Flach launches a competition to redesign the afri bottle. The decisive criterion is a unique design. Jupp Ernst, the Director of two Colleges of Arts and Crafts, supplies four proposed models in collaboration with various designers (Stig Lindberg from Stockholm, Alfred Schmidt from Wuppertal, and Peter Raacke from Kassel). He designs various alternatives of the palm, which is already well established as an afri trademark. His work wins the judges over. And the economically designed tapered bottle with its two concave sides and its unmistakable lettering writes an important chapter of German design history.
(Literature tip: "Jupp Ernst 1905-1987 Designer, Grafiker, Pädagogue" ["Jupp Ernst 1905-1987, designer, graphic artist and educationalist"] by Gerda Breuer (2007))

Company boss, Karl Flach, has a second major success – Bluna. The fruit-packed orange lemonade is right in tune with contemporary taste. Both brands, afri-cola and Bluna, are part of the German economic miracle.

The afri brand is born. At the end of the year it gets an official name. afri-cola is internationally registered as a trademark. And the launch of the new brand gives the company its breakthrough – throughout Germany.

The history of afri begins in Cologne. This is where in 1864 the company, Blumhoffer Nachfolger GmbH, is founded on the Kölner Holzmarkt. To start with, only essences for the manufacture of schnaps, liqueurs and lemonade are produced. Until shortly before the turn of the century. From then on the company focuses entirely on the production of lemonade. With success.