Alfers – The Power of Crunchiness

Alfers – The Power of Crunchiness Information Campaign: The Power of CrunchinessClient: ALKABrand: ALFERSSubmitted 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). TV Television Commercial The power of crunchiness INTERNET Website Branding The Power of Crunchiness PRINT Print The Power of Crunchiness POINT OF PURCHASE DISPLAY Poster The Power of Crunchiness Shelftalker The Power of Crunchiness Wobbler The Power of Crunchiness OTHER Car Branding The Power of Crunchiness back to winners