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Bahlsen Relaunch

Client: Bahlsen
Sector: F&B
Responsibility: Concept Development | Copywriting
Collaborator: Art Director
Market: Dubai, UAE
Collateral: POS material
Language: English only

Brief

The project brief for the Bahlsen biscuit brand relaunch highlighted a unique challenge: while consumers were familiar with the individual names of the different biscuit products, they lacked awareness of the main brand, Bahlsen. The task was to reintroduce Bahlsen to the market and customers without diluting the individual positioning of each biscuit brand.

Concept

The creative concept revolved around the strategic use of elements from various biscuit brands, which we overemphasised to create engaging and attention-grabbing POS materials. The approach was to leverage recognisable and iconic elements from well-known biscuit brands and amplify them to highlight Bahlsen's unique selling points. This involved extracting key visual and thematic elements

Creative Process

  1. Research: Conducted market research to understand consumer preferences and competitor strategies within the biscuit category.

  2. Concept Development: Brainstormed ideas with the Art Director to develop creative concepts for POS materials that would effectively showcase Bahlsen's unique selling points and differentiate it from competitors.

  3. Design Collaboration: Worked closely with the Art Director to translate conceptual ideas into visually appealing POS materials, including displays, posters, and shelf signage.

  4. Iteration and Feedback: Presented initial concepts to stakeholders for feedback and iterated on designs based on their input to ensure alignment with brand guidelines and marketing objectives.

  5. Production and Implementation: Oversaw the production process, ensuring quality standards are met and collaborating with suppliers to ensure timely delivery and installation of POS materials in supermarkets.

Takeaways

  • Successful collaboration with the Art Director resulted in the development of eye-catching POS materials that effectively communicated Bahlsen's brand identity and product offerings.

  • The relaunch campaign increased brand awareness and visibility in supermarkets, helping Bahlsen stand out in a competitive market.

  • The project's insights highlighted the importance of creative POS materials in driving consumer engagement and purchase decisions, emphasising the value of strategic marketing initiatives in revitalising brand presence.

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