Kohberg: SUPPORT THE BREASTS

Credits & Description:

Category: i. Own Label and Private Label brands

Advertiser: KOHBERG

Product/Service: KOHBERG SUPPORT THE BREASTS

Agency: ENVISION

Creative Director: Jesper Herholt (Envision)

Copy Writer: Peter Boe (Envision)

Art Director: Mads Enggaard (Envision)

Media placement: Kohberg rye bread buns - Supermarkets - 12 september 2011



Describe the brief from the client

Kohberg, the largest manufacturer of bread in Denmark, is the proud sponsor of The Danish Cancer Society’s big annual event to fight breast cancer. Kohberg donates part of the revenue generated from the sales of their rye bread buns (Rugbrødsboller).



The brief from Kohberg was to come up with a packaging idea for the rye bread buns in order to increase awareness and sales.



Describe the challenges and key objectives

How does a manufacturer of bread make their product stand out, so costumers are aware of their support to The Danish Cancer Society?



Describe how you arrived at the final design

Since The Danish Cancer Society fights breast cancer the solution was obvious. Buns look like breasts – therefore, put them in a bra.



Give some indication of how successful the outcome was in the market

Kohberg sold 180,000 units in 1.5 month which is quite successful with a 5.5m population.