Bahlsen creates new national TV campaign
Bahlsen, the family-owned biscuit company, has a bold and distinctive new look on-pack which embodies the brand’s rich history of art, beauty and craftsmanship. From 10 April until 28 May, the new packaging will premiere on UK TV screens in a national TV campaign showcasing the UK’s favourite Special Treat Bahlsen Choco Leibniz, expected to generate over 10 million impressions in the first week alone.
Bahlsen’s ambition is to create biscuits for people who believe life should be savoured. Taking inspiration from the brand’s rich artistic heritage, the new advert embodies the brand’s affinity for art and design, cemented within the brand thanks to their founder Hermann Bahlsen. Architectural in style, the new modern-art style advert proudly places the crisp Bahlsen Choco Leibniz front and centre.
The extent of Bahlsen’s exact attention to detail can even be translated into sound. The ‘snap’ of each Bahlsen biscuit is consistent every time and as Bahlsen themselves would admit, this dedication to precision makes Bahlsen… well Bahlsen. The TV advert creates a multisensory experience by marrying art with a technique called cymatics, whereby animations are driven by sound. This allows the melody of the advert to be in the same key as the sound that the biscuits makes when it snaps. This synchronisation between melody and motion, immerses the viewer into the perfectly crafted world of Bahlsen, ensuring that all eyes are on the Choco Leibniz biscuit as the new brand direction is revealed: Bahlsen by Design.
Claire Sutton, marketing director – Global Brands and Insight at Bahlsen, said: “Our TV advert is the perfect way to launch the new visual identity of the Bahlsen brand. The same level of thought, love and attention to detail went into every aspect of the campaign just as it goes into every aspect of our biscuits. From the biscuits being treated as the masterpiece in the frame, to the backgrounds reflecting the elements that make each biscuit unique, to the music track matching the note our biscuits make when snapped, this campaign showcases our products in a unique way.”
The creative has been led by MullenLowe and the brand relaunch is supported by a £5 million heavyweight media investment across TV, OLV, digital, print, social media and shopper activations in store and online, that will be rolled out over the course of 2021. The bold new advert is set to air from 10 April to 28 May during key prime time programmes such as Gogglebox, Alan Carr’s Epic Gameshow, Too Close and Game of Talents. The advert will reach 72.7 % of the core Choco Leibniz audience of ABC1 adults at least once, with an average OTS of 6.9 relative to 500TVRs. The campaign will launch globally from July.
The new look and marketing direction is set to be a catalyst for change in the company, driven forward by the Bahlsen family. It has been designed to appeal to a broad consumer base, nurturing existing customers while also helping new ones discover the brand. UK consumers can expect to see the whole range of Bahlsen, including the UK’s favourite Special Treats brand Choco Leibniz, on supermarket shelves now.