TOGGO Brand Re-Launch
Gold
Excellence in Brand Strategy and Creation
Brand Strategy – B2C
Details
TOGGO has successfully repositioned itself and developed its brand concept to address the changing lifestyle and preferences in entertainment. Anchored in the brand core "Being a child. Having fun." TOGGO, the established brand in children's entertainment since 2001, keeps pace with the times and derives the re-launch from research on its target audience. The new brand concept is holistically visible: in the content offering, the updated brand appearance, and awareness campaigns across several flights. As a result, TOGGO is more relevant and cooler, effectively engaging its target audience of kids.
The Jury‘s Statement
TOGGO is an established brand in children's entertainment that impressively demonstrates how targeted brand work can stay connected to a young, dynamic audience through its relaunch. Based on extensive target group research, a holistic concept was developed, characterized by precise segmentation and data-driven adjustments. The new brand presence is not only visually appealing but also succeeds in emotionally elevating the brand and making it relevant again. Particularly striking is the consistent implementation of the guiding principle „Kind sein. Spaß haben.“ (Be a child. Have fun.), which is tangibly reflected across all touchpoints. This strategic and creative strength elevates TOGGO to a new level, setting a benchmark for audience-specific brand management in the B2C sector.
