SUPPORT THE BREASTS by Envision for Kohberg

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Industry Bread
Media Design & Branding
Market Denmark
Agency Envision
Creative Director Jesper Herholt
Art Director Mads Enggaard
Released September 2011

Credits & Description

Category: i. Own Label and Private Label brands
Advertiser: KOHBERG
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.