Nestlé presented a giant bottle poster wrapping up a tower at the historic Kronberg Castle, near Frankfurt to celebrate 125 years of its Maggi brand liquid seasoning in Germany. The transformed into the world’s biggest ‘bottle’ of the product castle tower will be on display till September and it is the first in a series of special anniversary events. 
Photo: Nestlé’ photostream on Flickr

The poster, wrapping the castle’s condiment, has the first ever Maggi Würze bottle design from 1886 printed on one side and the latest bottle design on the other.

Ingo Schaefer, Marketing and Communications Manager for Maggi in Germany, explaining why the brand chose to begin its 125 year celebrations at Kronberg Castle said: “Germany is the biggest market in Europe for Maggi Würze, with around 19 million bottles sold here every year.”

“The Maggi bottle not only has a traditional place in German food culture, but as the local nickname for the Kronberg Castle tower shows, it also has an affectionate place in German people’s imaginations.”

But the poster installation at Kronberg Castle is not only an advertising trick; it covers essential renovation work currently taking place on the building, which is being sponsored by Nestlé.

Mr. Schaefer continued: “We wanted to launch our 125 year anniversary celebrations for the product by supporting a regionally important redevelopment project.”

The poster is accompanied by the ‘History of Taste’ exhibition, which will also remain in place until September, revealing how Maggi Würze was introduced to Germany in 1887.

It presents a selection of items from Nestlé Germany’s main Maggi production factory in Singen and a range of advertising posters through the years. Art works from German artists including Frankfurt-based Thomas Bayrle features the exhibition. Other special anniversary event planned in Germany is the release of a series of limited edition Maggi Würze bottles later this year.

Maggi liquid seasoning, a dark-coloured, vegetable protein-based sauce was launched 1886 to provide working families an affordable alternative to meat extract.

Nestlé acquired the Maggi company in 1947. Today, the brand offers around 300 different products, including instant soups, stocks, bouillon cubes, ketchups, sauces, seasonings and instant noodles in a variety of countries around the world.

Nestlé has recently gathered international designers to at a global sustainable design workshop.