Muesli brand unveils new major consumer campaign
MUESLI brand Alpen has kicked off a new major consumer marketing campaign, complete with a new brand mascot.
Dubbed ‘Alpen, it’s the Grown Up Thing To Do’, the new marketing features the new cereal mascot Ralph who, like Alpen’s core consumer audience, wants to start the day with a balanced breakfast that still tastes good.
The creative is geared towards adult consumers as it aims to create a nostalgic feeling within them through a humorous lens as Ralph discusses that now he has “matured”, he now looks for healthier options to help start the day.
The new £2million campaign will appear across TV, video-on-demand and social media channels to engage further with shoppers. It is planned to run across primetime television slots including favourites such as Gogglebox, 24 Hours in A&E and Married at First Sight Australia.
The new campaign comes shortly after a significant refresh for the Alpen brand in January, which unveiled a new premium and modern look for the cereal along with a new recipe.
Louise Vickers, head of brand at Alpen, said: “We’re incredibly excited to be back on air, as the number one brand in the category, this is exactly where we need to be.
“We know that our creative had to cut through to resonate with our target audience and we believe we’ve achieved that with Ralph.
“There is such a significant opportunity in the Muesli category for growth and, as the biggest Muesli brand, we are committed to turning the segment around.
“This investment is a major step forward for us in reconnecting with cereal lovers across the nation who are looking for a breakfast that is nutritious, but still delicious.
“Armed with new branding, new packaging and our most delicious recipe yet, we want to show shoppers that choosing a healthier, more complete breakfast option is far from boring.”
