HandOfBlood and Instinct3 Expand FMCG-Partnership With Krombacher
– 1 min read
Following the success of Knabe Malz, Maximilian Knabe (HandOfBlood), his agency Instinct3 and Drinks & More, part of Krombacher, are launching two cola drinks onto the market.
Shortly before gamescom, Knabe Kola and Knabe Kola Zero Sugar will go on sale at Netto, Edeka, Globus and other selected retailers. The new cola drink is also available at KnabeDrinks.de.
The new drinks are the result of a collaboration between content creator Maximilian Knabe (HandOfBlood), the creative agency Instinct3, which he co-founded, and Drinks & More, part of the Krombacher Group. All three had previously conceived and successfully marketed the malt drink Knabe Malz in March 2024.
"We are delighted to be accompanying the market launch of Knabe Kola following the sensational launch of Knabe Malz. With Knabe Kola and Knabe Kola Zero Sugar, we are expanding our successful cooperation with Max Knabe and his team. Together, we are now bringing fresh impetus to the cola drinks category with these great products," says Nils Rosenkranz, Managing Director of Marketing at Drinks & More.
"For us as the team behind HandOfBlood, it's always a really great development when we work more and more closely with important and large partner companies," says Johannes Gorzel, Managing Director of INSTINCT3. "By getting to know each other on initial projects, we learn about our partner's processes, while they can get used to our creative chaos – because that's really necessary. Even seven years after its founding, Instinct3 still functions on projects like Knabe Kola like a small, hyperactive indie agency where many of the most ingenious creative decisions are made on short notice. A partner has to be able to deal with that, and that also requires a lot of trust in us."
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Stephan is Editor in Chief
