---
title: "Brand Activation During the Christmas Rush: Impulse Purchases Through Seasonal Relevance"
description: "Bahlsen Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor."
url: https://justblue.de/en/works/bahlsen/
date: 2024-08-08
modified: 2025-11-24
author: "yesdevs"
image: https://justblue.de/wp-content/uploads/2024/03/bahlsen-thumb-placeholder.png
type: works
lang: en
---

# Brand Activation During the Christmas Rush: Impulse Purchases Through Seasonal Relevance

![Background image](https://justblue.de/wp-content/uploads/2024/03/justblue_bahlsen_header-1024x625.png)

![Background image](https://justblue.de/wp-content/uploads/2024/03/justblue_bahlsen_header-1024x625.png)

## 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.

![Background image](https://justblue.de/wp-content/uploads/2024/03/justblue_bahlsen_flatlay-1024x573.png)

![Background image](https://justblue.de/wp-content/uploads/2024/03/justblue_bahlsen_flatlay-1024x573.png)

![Justblue Bahlsen Produkte](https://justblue.de/wp-content/uploads/2024/03/justblue-bahlsen-produkte-vgl1.png)

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.

![](https://justblue.de/wp-content/uploads/2024/03/media-section-fullscreen-auto.jpg)

![](https://justblue.de/wp-content/uploads/2024/03/justblue_bahlsen_loop-slider-auto01-1.png)

![](https://justblue.de/wp-content/uploads/2024/03/justblue_bahlsen_loop-slider-auto02-1.png)

![](https://justblue.de/wp-content/uploads/2024/03/justblue_bahlsen_loop-slider-auto03-1.png)

“The collaboration with JUSTBLUE is an absolute added value in the realisation of projects.  
They think as a whole and beyond pure creation, so that they also think ahead and deliver solutions for internal challenges on the customer side. It’s what you want: a well-rehearsed team of agency and client that achieves very good, creative and convincing results. I also really appreciate JUSTBLUE for the friendly people who work there.” 

![Fabian Schierer, Bahlsen](https://justblue.de/wp-content/uploads/2024/05/justblue_bahlsen_kundenfeedback-min-150x150.png)

Fabian Schierer

Marketing Manager DACH, Bahlsen

## Other Cases

[![](https://justblue.de/wp-content/uploads/2024/11/justblue__Beiersdorf_Creme.png) **Beiersdorf** **Less Is More: Logo and Corporate Design for a Global Corporation** Brand Design](https://justblue.de/en/works/beiersdorf/)

[![](https://justblue.de/wp-content/uploads/2024/05/justblue_jaegermeister_thumbnail.png) **Jägermeister** **Beautifully Clear: Young and Fresh With the DNA of the Platzhirsch** Packaging Design](https://justblue.de/en/works/jaegermeister/)

[![](https://justblue.de/wp-content/uploads/2025/07/justblue_NIVEA_Teaser-scaled.png) **NIVEA** **Partner from Head to Toe: Over Two Decades of NIVEA** Packaging Design](https://justblue.de/en/works/nivea/)

[![](https://justblue.de/wp-content/uploads/2025/08/justblue_bitburger_workshop_thumbnail-4-scaled.png) **Bitburger: Clearly Defined – Strategy Workshop on Brand Diversity** Brand Strategy](https://justblue.de/en/works/bitburger-clearly-defined-strategy-workshop-on-brand-diversity/)

[![](https://justblue.de/wp-content/uploads/2026/05/justblue_dmbio_logo_teaser.jpg) **dmBio** **Preserving identity, enhancing clarity: The dmBio logo evolution** Brand Design](https://justblue.de/en/works/preserving-identity-enhancing-clarity-the-dmbio-logo-evolution/)

[![](https://justblue.de/wp-content/uploads/2025/09/justblue_vantastic_teaser.jpg) **Vantastic** **Vantastic Foods – The Happy Rebel in a World of Preaching** Brand Strategy](https://justblue.de/en/works/vantastic-foods-the-happy-rebel-in-a-world-of-preaching-2/)

[![](https://justblue.de/wp-content/uploads/2024/03/justblue_ruf_glueklichmacher_mockup-scaled.png) **RUF** **Following the Customer Journey: Digital Campaigning for RUF ** Communication](https://justblue.de/en/works/ruf-kommunikation/)

[![](https://justblue.de/wp-content/uploads/2024/11/RUF_featured-image-scaled.png) **RUF** **Evolution, Not Reinvention: A Modern Take on a Classic Brand** Brand Design](https://justblue.de/en/works/ruf-brand/)

[![](https://justblue.de/wp-content/uploads/2024/11/justblue_Glycklich_PageImage.png) **Glycklich** **Glycklich Ice Cream: Clear Brand Identity for Endearing Enjoyment & Success at the POS** Brand Design](https://justblue.de/en/works/glycklich-eis/)

[![](https://justblue.de/wp-content/uploads/2024/03/justblue_Teaser_Becks.png) **Beck’s** **Beck’s: Brand Strategy and Key Visual Development** Brand Strategy](https://justblue.de/en/works/becks/)

[![](https://justblue.de/wp-content/uploads/2024/11/justblue_Bahlsen_LemonRosemary-04.png) **Bahlsen Special Edition** **Bahlsen: Special Edition Packaging** Packaging Design](https://justblue.de/en/works/bahlsen-special-edition/)

[![](https://justblue.de/wp-content/uploads/2024/08/justblue_Teaser_dmBio-1.png) **dmBio** **Everything for the Love Brand: Branding, Strategy, and Content Creation** Communication](https://justblue.de/en/works/dmbio-kommunikation/)

[![](https://justblue.de/wp-content/uploads/2025/07/justblue_gerolsteiner_erfri_korken.png) **Gerolsteiner** **Gerolsteiner: Refreshing the Look of Germany’s No. 1 Since 2017** Packaging Design](https://justblue.de/en/works/gerolsteiner-refreshing-the-look-of-germanys-no-1-since-2017/)

[![](https://justblue.de/wp-content/uploads/2024/05/justblue_hansaplast_thumbnail.png) **Hansaplast** **Hansaplast in 1st Place: Concept and Assets for Benchmark Digital Campaign** Kommunikation](https://justblue.de/en/works/hansaplast/)

[![](https://justblue.de/wp-content/uploads/2026/04/justblue_persil_Teaser-scaled.png) **Persil** **Persil: Reimagining Deep Clean – a relaunch design balancing performance and emotion** Brand Design](https://justblue.de/en/works/persil-reimagining-deep-clean-a-relaunch-design-balancing-performance-and-emotion/)

[![](https://justblue.de/wp-content/uploads/2024/11/justblue_orangina_header.png) **Orangina** **A Lemonade Turned Upside Down: Strong Shelf Impact With Iconic Brand USP** Packaging Design](https://justblue.de/en/works/orangina/)

[![](https://justblue.de/wp-content/uploads/2024/11/justblue__Edding_Banner-scaled.png) **Edding** **Artist Workshop for the Market Leader: Packaging Visuals for Authentic Inspiration** Brand Strategy](https://justblue.de/en/works/edding/)

[![](https://justblue.de/wp-content/uploads/2024/11/justblue_Pfanner_Melonise_PageImage.png) **Pfanner** **From a Design to a Hashtag: Emotional Awareness Campaign for Gen Z** Communication](https://justblue.de/en/works/pfanner-melonize/)

[![](https://justblue.de/wp-content/uploads/2025/07/justblue_becks_bottles.png) **Beck’s** **Beck’s: Design with History – and Future** Packaging Design](https://justblue.de/en/works/becks-design-with-history-and-future/)

[![](https://justblue.de/wp-content/uploads/2024/03/justblue_bitburger_teaser-scaled.png) **Bitburger** **Bitburger: Holistic Branding for a Heritage Brand** Packaging Design](https://justblue.de/en/works/bitburger/)

[![](https://justblue.de/wp-content/uploads/2024/08/RUF_TVC_Featured-1-e1750069798638.png) **RUF** **TVC with Brand Icon Bruce Darnell: Strategy, Concept & Production for Authentic Brand Awareness** Communication](https://justblue.de/en/works/ruf-tvc/)

[![](https://justblue.de/wp-content/uploads/2026/06/justblue_RUF_baerchen_Rufus-1.jpg) **RUF** **More Than a Sales Promotion: The RUF Bear Family as a Brand Asset** Communication](https://justblue.de/en/works/sammellust-statt-sales-promo-die-ruf-baerchen-family-als-brand-asset/)

[![](https://justblue.de/wp-content/uploads/2026/08/260715_8x4_Secret_WebCase_Animatione02.jpg) **8×4** **Brand Impact You Can Spray – Shelf Impact for the New 8×4 Body Spray Range** Special Edition Packaging](https://justblue.de/en/works/brand-impact-you-can-spray-shelf-impact-for-the-new-8x4-body-spray-range/)

[![](https://justblue.de/wp-content/uploads/2024/03/gizeh-featured-image.png) **Gizeh** **Higher Than Ever: Reaching New Heights with the “420” Implicit Branding Campaign** Brand Strategy](https://justblue.de/en/works/gizeh/)

[![](https://justblue.de/wp-content/uploads/2024/11/justblue_Schwartau_Hofladen_PageImage.png) **Schwartau** **Authentic and Natural: Relaunch and Line Extension Based on a Homemade Recipe** Packaging Design](https://justblue.de/en/works/schwartau/)

[![](https://justblue.de/wp-content/uploads/2025/10/justblue_Rama_Cremefine_Bottle-scaled.jpg) **Rama** **Rama Cremefine: Down-To-Earth. True to Brand. Simply Delicious.** Packaging Design](https://justblue.de/en/works/rama-cremefine-down-to-earth-true-to-brand-simply-delicious/)

[![](https://justblue.de/wp-content/uploads/2024/05/justblue_perwoll_thumbnail.png) **Perwoll** **Reimagining Brand Magic: A Premium Upgrade for Maximum Impact** Packaging Design](https://justblue.de/en/works/perwoll/)

[![](https://justblue.de/wp-content/uploads/2024/08/260213_dmBio_Teaser-01-scaled.png) **dmBio** **The dmBio Success Recipe Relaunch, Roll-Out, Over 1,200 SKUs and Long-Term Partnership** Packaging Design](https://justblue.de/en/works/dmbio-packaging/)

[![](https://justblue.de/wp-content/uploads/2024/03/justblue_dejavu_thumbnail.png) **Déjà-Vu** **Unique Despite Déjà Vu: Branding in Oriental Summer Style** Packaging Design](https://justblue.de/en/works/dejavu/)

[![](https://justblue.de/wp-content/uploads/2024/11/justblue_Pfanner_Mystery_teaser-scaled.png) **Pfanner Mystery** **Top Secret TasteTEE: Awareness Campaign and Gamified Packaging Design** Communication](https://justblue.de/en/works/pfanner-mystery/)

[![](https://justblue.de/wp-content/uploads/2024/08/justblue__RUF_Packaging_teaser.png) **RUF** **Category Codes in the Shelf: A Heritage Brand Finds Its New Look** Packaging Design](https://justblue.de/en/works/ruf-packaging/)

[![](https://justblue.de/wp-content/uploads/2024/03/justblue_nivea_thumbnail.png) **NIVEA Cellular** **A Key Visual with Depth: Relaunching a Brand Icon in the Premium Segment** Packaging Design](https://justblue.de/en/works/nivea-cellular/)

[![](https://justblue.de/wp-content/uploads/2025/06/justblue_norden_dry_gin_teaser.png) **Norden Dry Gin** **Norden Dry Gin – Authentic Clarity from the North** Brand Strategy](https://justblue.de/en/works/norden-dry-gin/)

[![Gerolsteiner](https://justblue.de/wp-content/uploads/2024/08/justblue_gerolsteiner_thumbnail.png) **Gerolsteiner** **Small Heroes, Big Brand Values: Sparkling Storytelling for Gerolsteiner Edutainment Campaign** Kommunikation](https://justblue.de/en/works/gerolsteiner/)