Alpen celebrates 50th birthday with brand relaunch
The £2million investment includes new TV creative from BBH London.
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Alpen, the UK’s number one muesli, is celebrating its 50th birthday this June with a major brand relaunch. The £2million investment includes new TV creative, pack design and website as part of its biggest campaign in recent years Up & Alpen.
Returning to TV for the first time in over four years, the charming new ad perfectly showcases the Up & Alpen proposition thanks to the help of an energetic alpine ram. The spot, created by BBH London and directed by Birth’s Martin Jalfen, uses humour to outline how Alpen can give everyone the endurance to climb their own personal mountains. It is the first work since Alpen appointed BBH as its creative partner following a competitive pitch process in November.
Credits
powered by
- Agency BBH/London
- Production Company Birth
- Director Martin Jalfen
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Credits
powered by
- Agency BBH/London
- Production Company Birth
- Director Martin Jalfen
- Post Production Mathematic
- Post Production ENVY
- Sound Designer Munzie Thind
- Creative Luke Till
- Creative Lawrence Bushell
- Creative Director Felipe Guimaraes
- Chief Creative Officer Stephen de Wolf
- Producer Zaf Choudhury
- Executive Producer Kate Elson
- DP Pau Castejon Ubeda
- Editor Lucas Nolla
- VFX Producer Guillaume Audibet
Credits
powered by
- Agency BBH/London
- Production Company Birth
- Director Martin Jalfen
- Post Production Mathematic
- Post Production ENVY
- Sound Designer Munzie Thind
- Creative Luke Till
- Creative Lawrence Bushell
- Creative Director Felipe Guimaraes
- Chief Creative Officer Stephen de Wolf
- Producer Zaf Choudhury
- Executive Producer Kate Elson
- DP Pau Castejon Ubeda
- Editor Lucas Nolla
- VFX Producer Guillaume Audibet
Helena Blincow, Head of Brand, Alpen says: “Here at Alpen, we’ve brought uplifting mornings to adventurous breakfast-loving Brits for 50 years with our delicious portfolio. We have a 31% share of the muesli category and have grown by +4% year on year - that’s why we’re the UK’s original and number one branded muesli!”
“In the last year, 5.6 million UK households have purchased Alpen muesli or bars, and we’re now worth over £50 million annually. As we reach such a big milestone, there couldn’t be a better time to revitalise the brand and accelerate its popularity even further with a substantial investment.
“Our bold new design and Up & Alpen campaign will launch just ahead of traditionally busy summer months for the category, raising awareness of the portfolio and bringing more new and existing customers to the aisle.” Felipe Guimaraes, Creative Director at BBH, says: “Expect the unexpected when it comes to the latest Alpen ad. A simple and off the wall idea that demonstrates the energy you harness when having Alpen for breakfast. It's an ad rammed with comedy.”
Martin Jalfen, Director at Birth, says: “This is not a typical ad - a ram in the middle of the kitchen, head butting a sofa - therefore less is more. The key for its humour is the fish out of water idea, and because that’s already set up, we kept it really simple.”
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