PFANNER

Pfanner is the market leader in the German iced tea market. In this very dynamic competitive environment, many new brands are currently conquering the market for non-alcoholic beverages. These brands are particularly appealing to young target groups through eye-catching lifestyle presentations and the breaking of conventions.

In order to achieve a high relevance for Pfanner in these target groups, we have developed a limited edition concept with a high impact that deliberately distances itself from the main Pfanner brand identity. In order to address the Gen Z target group not only at the POS, we were also able to develop a suitable and innovative Instagram campaign for Pfanner as part of an integrated communication campaign.

For the concept design, we conducted a detailed competition, target group and trend analysis. The concept development of "Time to Melonice" based on this focuses on the highly relevant dimensions of "good mood" and "summer feelings" for the target group. The content is about forgetting the world around you and simply celebrating life with #TIME TO MELONICE. The product also delivers in sensory terms, as the trendy #TIME TO MELONICE variety makes the taste buds explode.

On this basis, we created packaging design, naming and developed additional highlights such as a "Manifesto", which can be found on the side of the pack.

The result is an integrated design and communication concept that ensures impact with the young target group. Our social media campaign consists of 6 attention-grabbing motifs that pick up on the "Time to Melonize" theme of the product and at the same time demonstrate a clear sense of unity:

Just drift. Let your soul wander. It's all about good vibes!

In the wording, we attached great importance to target group fit and verbal staging of the theme "Melonzie". In this way, we address the target group again and again via a melon-like slogan, which is additionally emotionalised by characters. #MeloniceYourLife is the starting signal for the best summer ever.