Now it's getting tasty
How to revitalize a traditional brand
The background
The family-owned company KRÜGER is the expert for soluble beverage specialties. But market research showed: The brand KRÜGER had a fussy, shopwornimage and remained behind its possibilities. That would change.
Our task
Unleashing the potential of the KRÜGER brand with a relaunch:
- new brand strategy
- new positioning
- new assortment structure
- new brand claim
- new brand logo
- new packaging designs for the complete range
With enjoyment to success: the new strategy
What's in the brand? We worked out KRÜGER’s DNA. Enjoyment competence, variety and lust for life became the basis for a new, modern brand positioning.
Knowing who enjoys what: the assortment strategy
Irresistibly attractive: the packaging design
How do you come out on top on the shelf? With our packaging relaunch for the entire product range, we gave KRÜGER a completely new presence at the POS. Fresh, modern designs and highly appetizing product images significantly upgraded both products and brand and made them stand out from the competition.
The clearly differentiated design language of the assortment columns made it easier for consumers to orient themselves at the shelf.
The newly developed KRÜGER logo and the new slogan "Now it's getting tasty" kept the brand together across the ranges.
An appearance that inspires everyone: the communication
How do you convince on all channels? Our attractive communication brought the new KRÜGER to life: Sales and POS materials, trade fair designs and commercial displays convinced retailers. Consumer advertisements and measures inspired consumers.
Critical to success: The guidelines we developed as lead agency were extended to all online and offline channels. With a clear approach, modern design and highly appetizing images, the new KRÜGER made you want to enjoy it everywhere.
