TitleSelfies
BriefStrategy:Turning the product's supposed weakness (over 105 years old!)self-confidently into new strength.Excecution: Mallebrin was staged for the very first time with a unique retro appearance,that reflected the traditional character but was then combined with suprising and humorous headlines, that met today’s zeitgeist perfectly. The brand achieved a new freshness by not taking itself too seriously.Result:The humorous broadcasting of the campaign and the playful approach to the long brand history have quickly bestowed Mallebrin with cult status. The "grandmotherly charme“ as well as a return to true values are extremely well received by the younger audience.
Agency
Campaign Old but Good
Advertiser Krewel Meuselbach GmbH
Brand Mallebrin

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