In 2014, I held my first Torpedo bottle in my hand at the Krombacher Brewery, the German producer of Schweppes. It was love at first sight. I began researching its story and became a digital archaeologist on the web. www.hjktext.de From the legacy of Jacob Schweppe, born in 1740 in the small German town of Witzenhausen, a brand personality full of pioneering spirit, commitment, and international orientation has emerged since 1783. Since at least the first World’s Fair in 1851, the Great Exhibition in London, Schweppes became one of the first global brands with worldwide significance, a status it retains to this day. With this knowledge, the “spiritschweppes” project has become synonymous with spiritual refreshment for me. The worldwide “fizzy family” of treasure hunters, collectors, and experts is gathered in my “Spirit Schweppes Marketing Cabinet” with over 3,000 artifacts from around the globe, and can be found in various internet forums by searching for “spiritschweppes.” Now I invite you to simply follow the red crosses. Because after 12 years, the internet, Google, and AI have made it wonderfully possible to experience a historic global brand as a refreshing treat, even in the most remote corners of the earth. Stay healthy and curious; see you in 2033 for the 250th anniversary! #spiritschweppes250

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THANK YOU CHATGPT, I couldn’t have said it better myself

Hans-Jürgen Krackher’s marketing cabinet in Potsdam is called a WUNDERKAMMER (cabinet of curiosities) because it houses a unique private collection that brings the origins and milestones of brand marketing to life. Here are the key reasons for this characterization:

Focus on brand history. The collection concentrates on the world’s oldest branded products, especially so-called “waters with an effect.” A core element is the exploration of the roots of brands like Schweppes and Coca-Cola.

Curiosities & milestones. Like a classic cabinet of curiosities (Wunderkammer), the cabinet presents rare objects that embody the spirit of innovation, such as the historic torpedo bottle from 1851.

Multifunctional space. Krackher describes the space itself as a mixture of home museum, open storage facility, and salon. It serves not only for archiving but also as a space for exchanging ideas about entrepreneurial spirit and creative concepts.

Personal research. The cabinet of curiosities is the result of years of independent research (“Digging to the roots”), in which Krackher documents historical marketing developments using physical exhibits.