Even a traditional classic needs a new lease of life. The unique Dr. Oetker pudding was given a new form.
The unique Dr. Oetker Pudding has been a part of our homes’ history since 1923.
Thanks to it, home is a sweeter place, holding special memories for every generation. It holds an honorable place in both traditional and modern kitchens. That is why, through a multi-phase campaign, we breathed new life into it, ensuring it continues to keep up with the times despite its long history.
The Goal is the Journey
The main goal was clear – to create a new, modern form for the classic pudding dessert, which would appeal to the young target group with its captivating appearance. Simultaneously, we set a secondary goal. We focused on recalling the uniqueness of traditions, which, with a new modern look, can connect all generations.
Target Group
The primary target group of our campaign included families with children, young mothers, singles, and the younger generation, who combine a modern lifestyle with traditional values.
Even a Traditional Product Can Appeal to the Younger Generation
The Key is to Properly Address the Challenge
One of our strategies was a multi-phase approach, through which we aimed to bring a modern perspective to a traditional classic. We captured the new connection with the young target group in the following phases:
Phase 1:
Pudding in a new form
We focused on establishing cooperation with representatives of the target group. We collaborated with an international team of students from the product design studio at UMPRUM in Prague. From the young designers’ proposals, we selected the “La Petite” design by Natálie Constantinová, inspired by French patisseries, through a public vote on Facebook.
Phase 2:
Pudding in its best form
Through a series of videos, we conveyed the entire implementation process to the viewer. From the inception of the idea and intention to the final result. When presenting the pudding, we chose the pudding itself as the storyteller. In the videos, it gradually reveals its journey to a new look. The music selection also follows the concept, inspired by the winning design in the spirit of French patisseries.
Phase 3:
Pudding – The Hero
In the final phase, we continued to adhere to the original concept, but focused our attention solely on the pudding itself. A tag-on to the e-shop with the mold served to remind viewers of the mold at the end. The overall spot, including the mold, thus modernly depicted the connection between pudding and moments spent with family.
Communication Channels
In the final phase, we continued to adhere to the original concept, but focused our attention solely on the pudding itself. A tag-on to the e-shop with the mold served to remind viewers of the mold at the end. The overall spot, including the mold, thus modernly depicted the connection between pudding and moments spent with family.
We Got the Pudding into Shape
We succeeded in creating a modern and timeless design mold for the traditional dessert, which will add flair to the pudding in its original shape. Thanks to this, we refreshed awareness of the iconic product, brought it closer to the younger generation, and simultaneously appealed to a new spectrum of consumers. The pudding itself told its own story as the main hero, through a unique video in which the viewer became acquainted with the entire implementation process.
Influencer marketing resulted in
500,000 reached users
Slovakia
Media Campaign
- 758,110 impressions 12,742 clicks CTR – 1.68%
Social Media Campaign
- Reach 1.5 million
- 500,000 video views
- 20,000 link clicks
- 500,000 influencer marketing reach
Czech Republic
Media Campaign
- 3 million impressions
- 35,217 clicks
- CTR – 1.4%
Social Media Campaign
- Reach 2 million
- 648,000 video views
- 29,652 link clicks
- 250,000 reach by smaller influencer marketing
