Prince: Princeland

This case demonstrates how Prince, a heritage biscuit brand from France and Belgium, reinvented itself for young prospective consumers whilst maintaining its appeal to the children's mothers.

Prince: Princeland

Campaign details

Brand: PrinceAgency: Ogilvy & MatherClient: MondelezCountry: France

Campaign Background & Summary

Prince is one of Mondelez's historical biscuits brands, a brand leader in France and Belgium1 where it's considered as part of local heritage since 1926.

In 2013, Prince was faced with a major marketing challenge.

Prince had to win the battle of hearts and minds with both mothers and children, in order to maintain its position as king of snacks in an increasingly competitive landscape.

Indeed, Prince's leadership was strongly challenged by key competitors BN and...

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