Cannes Lions

Bahlsen Global Relaunch

AUGE DESIGN, Firenze / BAHLSEN & CO. / 2021

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Overview

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Credits

Overview

Background

The German family enterprise Bahlsen is an international sweet biscuit manufacturer. In Germany Bahlsen is the most successful manufacturer in this market and with the brands BAHLSEN and LEIBNIZ market leader. With a bold and innovative legacy from the past, the Brand realized that the current identity and packaging didn’t move with the time anymore having lost a defined personality. They asked us for a revolution, a vision of the Brand 10 years forward but, most of all, they wanted to become an icon.

We had two important goals to reach, be faithful to a glorious heritage and make a FMCG product glamorous and innovative on the shelf.

We had to build a complex architecture made of more than 80 products divided in 4 different ranges.

Project Scale: around 210million packs annually

12 million Euro cost per year on packaging with the new design.

Distribution over 55 countries.

Idea

To be an Icon means to become immediately recognizable, strong and distinctive, something not possible to copy, instead an example of boldness. We decided to emphasized the most crucial element, the blue signature, exploding it on the packaging and to combine it with a multicolor background system that changes with the flavors. Besides the photography of the products had to be iconic as much as the signature, the Bahlsen biscuits are like piece of Art, the result of a detailed work of craftsmanship and all around the packaging we insert a 360° vision of it on: a game changing solution for a FMCG product.

Execution

We had to build a complex architecture made of more than 80 products divided in 4 different ranges (single biscuit, mix and assortments, cakes, seasonals) by keeping coherency regarding the usage of the signature and the photography but at the same time conferring to each range a specific style and personality. The declination of those elements had also to consider several formats and materials (cardboard boxes, plastic bags and foils) by being as iconic and distinctive as flexible and functional.

Timing:

6 months to reach the final design

5 months of production

Project Scale: around 210million packs annually

12 million Euro cost per year on packaging with the new design.

Distribution over 55 countries.

Outcome

The new packaging was launched a few weeks ago in the UK FMCG and by September will be on the shelves of 55 countries. We don't have sales data yet, but the first response from buyers and consumers on social has been amazing.

The previous packaging wasn't appealing and the Brand needed to increase the quality perception of the product. From the quality research that has been made, one of the most successful keypoint is that the product is now perceived to be of higher quality and Bahlsen's brand awareness has grown tremendously.

Besides, the innovative choice to hide the Bahlsen logo underneath the product on this kind of shelf (usually very conservative) communicates a bold personality and therefore a strong Brand self-confidence.

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