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Revival of a traditional brand

Christina Rüter

Golden Toasts modernises its brand identity and communication




‘Na na na na na na na - Golden Toast tastes good for everyone’ 🎶


The No. 1 in the toast segment is fighting its way into the zeitgeist.


How do you (re)activate a traditional brand that is the market leader and wants to become ‘cool’ or even cult again?


Lieken GmbH's #GoldenToast takes a bold approach with 3 relevant aspects:


👉 the packaging design is strengthened from interchangeably generic to brand-iconic


👉 the new campaign focuses on diversity and zeitgeist


👉 Music as an emotional link tries to stay in the ‘ear’


A few additional #facts about toast and Golden Toast:


👉Germany reflects on healthy eating and yet 30% of Germans eat toast, making it their favourite bread.


👉 Golden Toast is the No. 1 in the toast bread segment with a brand awareness of over 97%.


👉 The brand has led the segment since 1963!


The market leader is fighting its way back into the zeitgeist with a democratic #positioning:


For diverse enjoyment options and diverse consumers with rough edges!


Alexander Marcus (remember him?) has been singing his iconic Hawaiian Toast song as a new Golden Toast remix.


The design was reworked twice so that the campaign can be bought with a broad media impact and a zeitgeist design.


👉 The major, successful* design relaunch in 2022 showcased the sun as a holistic iconic #brand element on the packaging


👉 the design created #brand identity and #differentiation in the range


👉 #Logo with a strengthened sun icon


👉 Each product with its own #colour and differentiating #pattern


👉 Benefits were brought to the front with #seals


The current Re-Fresh has now optimised the design once again


👉 #Viewing window is enlarged and shows more product


👉 #Naturalness has been visually strengthened by a realistic wheat visual, the organic colour band and the ‘raw’ typo


👉 #Typo was strengthened and brought back to the original term butter toast


All in all, a functioning brand design and an attention-grabbing campaign.


Will Golden Toast succeed in taking the step from a traditional brand to a cult brand?


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LinkedIn Post: 05.06.2024 by Christina Rüter




















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