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Continental's 150th Anniversary Beer Brochure Finalist in 2022 Cannes Lions Awards


Fast Facts

  • Only 10% of entries are shortlisted in this global award show for creative excellence 
  • ​​Continental and VMYL&R COMMERCE developed a custom brew that also showcased our industrial portfolio
  • Continental recently celebrated 150 years of innovation and impact

Fort Mill, South Carolina — July 22, 2022. Continental, one of the largest tire and automotive technology suppliers in the world, collaborated with renowned advertising agency VMYL&R COMMERCE on a custom beer to celebrate 150 years in business. Called the Beer Brochure, it was recently shortlisted at the 2022 Cannes Lions Awards for its creative excellence in the B2B category of Consumer Services. 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 a unique packaging that individuals could scan to learn about Continental’s story over the past 150 years.

Sarah Behrens of VMYL&R COMMERCE says, “It was a special project for us. The idea was a unique way for Continental’s stakeholders to celebrate such a monumental milestone. We’re excited to be recognized internationally for it.”

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 central to the focus of Continental. Their rubber products, tires, and technology are in three out of four vehicles on the road today worldwide. “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, Marketing Director of Continental, US Truck Tire.

About Continental

Continental develops pioneering technologies and services for sustainable and connected mobility of people and their goods. Founded in 1871, the technology company offers safe, efficient, intelligent, and affordable solutions for vehicles, machines, traffic, and transportation. In 2022, Continental generated sales of €39.4 billion and currently employs around 200,000 people in 57 countries and markets.

The Tires group sector has 24 production and development locations worldwide. Continental is one of the leading tire manufacturers with 57,000 employees and posted sales of €14 billion in 2022 in this group sector. Continental ranks among the technology leaders in tire production and offers a broad product range for passenger cars, commercial and special-purpose vehicles, and two-wheelers. Continental makes a major contribution to safe, cost-effective, and ecologically efficient mobility through continuous investment in research and development. The portfolio of the tire business includes services for the tire trade and fleet applications, as well as digital management systems for tires.

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