Xenia® – Birn mal dein Hirn!
Winner
Excellent Brands
Fast Moving Consumer Goods
Credits
Company / Customer
Details
Every day, a new food innovation hits the streets. But there are already enough healthy, tasty, regional, sustainable and vegan foods. For example: pears. Xenia® is the first premium pear brand to confidently compete with smoothies and sweets. With a lot of humour and an even larger portion of good qualities. Xenia® meets the zeitgeist of Gen Z and all people who prefer ultra-sweet-crunchy products to ultra-processed ones.
The Jury‘s Statement
Xenia positions itself as a premium pear brand and thus sets new standards in a market dominated predominantly by classic fruit varieties and processed foods. With the campaign "Pear times your brain" it is possible to meet the zeitgeist of the target group in a humorous way and to ensure an extraordinary differentiation in the field of fast-moving consumer goods. The strategic decision to position the Xenia pear not only as a healthy, but also as a sustainable and regional alternative addresses the growing demand for authentic and environmentally friendly products. This commitment to quality, regionality and a clear brand message, coupled with creative and target group-oriented communication, makes Xenia a prime example of good brand work.
