Alfers - The Power of Crunchiness

Information

Campaign: The Power of Crunchiness
Client: ALKA
Brand: ALFERS
Submitted by: WOPA

Background/Objectives

Strategy

Results

Background/objectives:

Multiple and radical changes in Alfers’ marketing mix resulted in market leadership loss and continuous market share decrease for 14 months.

Strategy:

Alfers aimed to re-conquer the non-coated wafers mainstream segment by anchoring its product promise in a differentiating benefit, dramatized in a humorous manner. Concept: “Alfers: earth-shattering crunchy wafers”.

Results:

Following the campaign, Alfers improved its brand image, continuously gained back market share during 12 months and re-conquered the leadership of non-coated wafers segment. The campaign brought results on overall brand (including coated wafers SKUs).