Golden Toast schmeckt allen gut
Winner
Excellence in Brand Strategy and Creation
Brand Revival of the Year
Details
GOLDEN TOAST has provided the catchy tune of 2024! For the flashiest collaboration since sandwiches, the Love Brand has brought electrolore star Alexander Marcus on board to prove to the world how unbeatably excellent taste and melodic sounds can be combined. There was also an ultimate AI song generator, which was used to create numerous personal summer hits about sandwiches. In addition, all packaging designs were changed and an award-winning experience placement at the POS in the form of a huge van was set up. The recipe for success was ready.
The Jury‘s Statement
GOLDEN TOAST has impressively demonstrated how to reinvent and modernize a brand with the campaign "Golden Toast schmeckt allen gut" (“Golden Toast Tastes Great for Everyone”). The combination of a catchy tune, a collaboration with Alexander Marcus, and an AI-based song generator creates an emotional and interactive connection with the target audience. Complemented by striking packaging design and an attention-grabbing POS presence with experiential character, a powerful and consistent brand experience was created, successfully positioning GOLDEN TOAST as a contemporary love brand.
