What it’s about
A warm cup of tea in your hand, the first snowflakes outside the window and a large plate full of Bahlsen biscuit specialities on the table. For this winter dream to come true, Bahlsen’s winter biscuits have to stand out from the crowd and get into the target group’s relevant set. We were therefore briefed to expand the Bahlsen seasonal product range to include the new winter confectionery, gingerbread bars and winter cakes and thus strengthen brand awareness in the highly competitive Christmas business.
To achieve this, we deliberately broke the very strict brand guidelines without compromising the look and feel of the brand. Our aim was to generate maximum shelf impact through a striking look and to trigger a buying impulse through stronger emotionality. We strengthened the taste appeal by focussing on the products.
As part of this, we also developed a bundle as a winter promotion, which included a biscuit plate designed by us and three delicious biscuits from the Bahlsen winter range. As part of this project, we were responsible for the packaging design, the illustrations and the implementation of the product photo shoot.
The brand guideline stipulates a strict use of the logo, food shot and text elements. In our presentation to the client, we argued that promotions should be used specifically to appeal to new or occasional buyers. This relative distance from the brand core also allows the guideline to be interpreted more freely. In this respect, we have retained the general look and feel of the brand presence, but strengthened the parameters of food staging and purchase occasion that are relevant for an impulse purchase. The key purchase occasion ‘Christmas’ in particular provides relevance in this context and is therefore significant for the purchase decision.
