How Zartmann and Rotkäppchen became the No. 1 music act in Germany – together

How do you turn a champagne brand into a chart-topping cultural moment? In this slot, Christin Schaffarzick (Head of Media, la red) unpacks how a spontaneous TikTok call-out (#ZartikriegtSekt) from indie singer Zartmann became a fully fledged artist–brand partnership—taking Rotkäppchen from social listening to co-creating music moments, branded bottles, live activations and national tour support. The result: a culturally native presence for Rotkäppchen among Gen Z and a case that climbed to a “No. 1 music act in Germany,” orchestrated across content, community, media and live experience.