Observed Signal · Jul 31, 2026 · Partnership · Source: Horizont · Impact: 1/5 · Sentiment: Positive
Henkell Freixenet Reaches New Audiences via Social Match
In a HORIZONT x Social Match Un:filtered interview published July 31, 2026, Maren Lahm, Managing Director and Chief Marketing Officer of Henkell Freixenet Germany, discusses how the brand balances its heritage with a social-first approach. The piece highlights the role of creators and authenticity in modern brand communication and references the agency work of We Are Era (Social Match) with Martin Wroblewski in leadership roles. Henkell Freixenet emphasizes combining tradition and transformation to reach new target groups while prioritizing authentic creator collaborations over short-lived trends.
Brand-agency case study with limited industry-wide impact; useful example of creator-led social strategy but not a major platform or policy change.
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Key Takeaways & Evidence Grounding
- Article published on 2026-07-31 as part of the HORIZONT x Social Match Un:filtered series.
- Maren Lahm is Managing Director and Chief Marketing Officer of Henkell Freixenet Germany.
- Martin Wroblewski is Managing Director of Social Match by We Are Era and Chief Client Officer at We Are Era.
- The article states Henkell Freixenet pursues a balance of tradition and transformation and highlights the importance of creators and authenticity in its social strategy.
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