Manner
Winner
Excellent Brands
Fast Moving Consumer Goods
Credits
Company / Customer
Details
The company Josef Manner & Comp AG is a successful Austrian company that has remained largely family-owned since its founding and exports to more than 50 countries. The core brand Manner with its cult product, the iconic square Manner package and the distinctive pink color as a strong brand code, are the heart of the company. With Manner Crunchies, the brand is entering a new category and gaining relevance by appealing to new target groups. Manner combines tradition with innovation and has been delivering Viennese wafers of the highest quality for over 135 years. Manner mag man eben.
The Jury‘s Statement
In Germany’s densely populated confectionery market, Manner does not rely on volume but on precise brand management. With "Glück verbindet" ("Happiness connects"), the brand sharpens its profile through a clearly defined space of meaning in which Manner pink is more than an indication of origin: it becomes the central differentiating feature. This line remains consistent across communication, retail and new snacking occasions. The result is a presence that provides orientation in everyday fast purchase decisions and carries the traditional brand forward in a contemporary way.
