Die WAREMA Markenkampagne: Alles richtig gemacht
Winner
Excellence in Brand Strategy and Creation
Brand Communication – 360° Campaign
Details
Facing generic, technical communication and price-sensitive consumers, WAREMA, a leading sun protection provider, responded in 2025 with a sharpened brand and new communication strategy. This led to the emotional campaign, "Everyhing done right: premium sun shading systems from WAREMA". With the new brand story, " Just the sunlight I need. Premium sun protection – made for life.", the campaign communicates the core value of home as a well-being place, by authentically addressing consumer realities and needs. This strengthens WAREMA's brand position sustainably across all product categories and channels.
The Jury‘s Statement
In a technically driven market, WAREMA has realigned its communication towards people’s everyday realities. The campaign "Die WAREMA Markenkampagne: Alles richtig gemacht" ("The WAREMA brand campaign: got everything right") shifts the focus from the product to the meaning of the home, anchoring premium not only in quality but also in service and everyday usefulness. The split screen links emotional situations and concrete solutions in a clear system that works across analogue and digital touchpoints. This creates a brand presence that reaches new target groups through a precise narrative that is viable across channels.
