Title | 105 Years |
Agency | WEFRA Werbeagentur GWA |
Campaign | Old but Good |
Advertiser | Krewel Meuselbach GmbH |
Brand | Mallebrin |
Posted | November 2017 |
Business Sector | Health & Pharmaceutical Products |
Story | Mallebrin is gargling concentrate against inflammations in mouth and throat.At an age of 105 years it is one of the oldest OTC products in the world. |
Philosophy | 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. |
Problem | Turning the product's supposed weakness (over 105 years old!) self-confidently into new strength. |
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. |
Media Type | |
Creative Director | Patrick Ackmann |
Copywriter | Jennifer Bauer |
Director Client Service | Vanessa Schneider |
Group Head Creation | Berend Lohmann |
Account Manager | Patrick Mladek |
Account Manager | Julia Uecker |
Post Production | Ilka Bergmann |
Art Director | Chiara Schiavotti |