ADCN 2008 GOLD Integrated Campaign Winner

Bolletje is one of Holland's largest baked goods companies that makes cookies, breads & cereals (think Kellogg's or Nabisco). When it came to redesigning their packaging and their brand, they were smart enough to come to an advertising agency instead of a design house. Because they had too small a budget to spread over all 100 products, we proposed turning every package into an ad so that some of the marketing could be done straight from the shelves. First we gave each of their 100 products a personality changing all their proper names to something a bit more descriptive and humorous like 'Really Long Cookies' or 'Cookies that Crumble. Everywhere.' Then we had each package work like billboards with the CTA "I want Bolletje's (cookie name here)." Illustrations highlighted the product shots in a creative way which made shoppers want to see the rest of the packaging in the other sections of the store. The campaign was immediately successful and were able to compliment each package with a 10 second commercial which boosted Bolletje's sales even more. 

All this above sounds even cooler in Dutch, so you can check out the full case story here:

Here is a comparison of what the the product used to look like and how we transformed it: