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.
Campaign Old but Good
Advertiser Krewel Meuselbach GmbH
Brand Mallebrin

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PostedNovember 2017
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Media Type Print
Creative Director P....ck A....nn Subscribers Only
Copywriter Je....er B...r Subscribers Only
Director Client Service V....sa Sc.....er Subscribers Only
Group Head Creation B...nd L....nn Subscribers Only
Account Manager P....ck M...ek Subscribers Only
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