"Ohne Rauch geht's auch." (You can go without smoking, too) This was the message used by the Ministry of Health in TV and newspaper adverts, posters and stickers to promote life without nicotine from November 1980. With great success. Everyone knew the slogan, the smoking rate fell significantly.
At first, Rauch the fruit juice company was not very enthusiastic about this campaign. Rauch means "smoke". But then they simply turned the tables and skilfully rode this wave of recognition, with a nudge and a wink. "When it comes to fruit juice, you can't go without Rauch" became the new slogan for the company and a strong "pro fruit juice" advertising campaign. The media also enjoyed reporting on this "battle" between the Ministry of Health and the fruit juice producers.
The slogan "You can't go without Rauch" has been used for many years and is still a common expression in Austria today.
Rauch reacted with a nudge and a wink to the massive anti-smoking campaign "Ohne Rauch geht's auch" ("You can go without smoking, too"): "When it comes to fruit juice, you can't go without Rauch"