Almdudler, by origin an Austrian non-alcoholic beverage, has taken one of the smartest steps towards becoming next-seasons coolest drink in Berlin. By partnering up with an idea that by itself has turned into a marketing initiative for Berlin: The Berg.

The Berg was presented first in earlier this year, when prior the final closing of the Tempelhof Airport plans have been discussed how this phenomenal piece of real estate should be used in the future. The city revealed some of the suggestions from architects and urban planners.

The Boston Globe reported: “Most were banal, involving office towers and housing complexes — the specter of which sent the German architect Jakob Tigges in an entirely different direction. Tigges cannot be accused of thinking conventionally. Or small: He proposes adding a 3,000-foot mountain to the core of the site, with the airport’s famous curved terminal (among the largest structures in the world) providing a partial perimeter. His illustrations show a lush, cloud-ringed peak, complete with mountain goats.”

Today The Berg has turned into a symbol for Berlin’s unconventional thinking. Not the unconventional thinking of the the city officials, but of the creative power and willingness to move on in a disruptive way. Check out the website, become a fan on facebook and keep your fingers crossed that the Almdudler’s smart brand behavior will create a partnership between a brand and a cultural icon that brings us one step closer to The Berg.

The initiators of The Berg have even come up with a manifesto to nail the strategic basis for their idea:

While big and wealthy cities in many parts of the world challenge the limits of possibility by building gigantic hotels with fancy shapes, erecting sky-high office towers or constructing hovering philharmonic temples, Berlin sets up a decent mountain. Its peak exceeds 1000 metres and is covered with snow from September to March…

Hamburg, as stiff as flat, turns green with envy, rich and once proud Munich starts to feel ashamed of its distant Alp-panorama and planners of the Middle-East, experienced in taking the spell off any kind of architectural utopia immediately design authentic copies of the iconic Berlin-Mountain. Tempelhof no longer only is on Berliners’ minds: People come in flocks to – not to see the mountain. Thus,

Come and see The Berg!

To download the manifesto, click HERE.