Campaign details
Brand: AlpenliebeAgency: PHD Media
Strategy
Objective
Alpenliebe has been one of the most loved household confectionary brands for years. The brand expanded its target group to adults a couple of years back with a new positioning of 'Bringing Hearts Closer' to accelerate its growth plans. This ambitious growth plan needed for us to communicate with the new target group without losing contact with our core target group: kids. 'Families', therefore, became our lever for activations.
In 2020, in light of the pandemic, the atmosphere was tense and consumer emotion was at an all-time low. With...