Fazer: Kiireetön

HOW TO LAUNCH A TASTY NEW ADDITION TO A BELOvED BRAND?

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Task

Product launch

Fazer had a bread product family to launch with a completely new angle: Bread with a slow baking process, where the flavor is developed through the long downtime of the dough. How to make the novelty of the product stand out from the competition on the market shelves?

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Solution

Downtime is vital, for a tasty dough, but even more vital to us

Time allows the deep and rich flavors to develop. But downtime and rest are even more vital for us bread-eaters. This was the inspiration for the new bread brand, that got the name Kiireetön (*hurry-free), reminding us that rest is important in both baking and living.

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Results

Design did it

Our brand design helped to launch a new higher-end bread family with immediate interest.

With a relatively minimal media spend, Kiireetön was able to stand out through design with 26% higher desire to buy than the reference products in the category.

26%

higher desire to buy than the reference products in the category

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Client :)

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