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
👉 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?
---
#brandintegritycreator #integritydesignhamburg#brandtransformation #strategischeMarkenführung #Redesign
LinkedIn Post: 05.06.2024 by Christina Rüter
Comments