Grabarz & Partner wins pitch for Bahlsen’s brand communication

Bahlsen is one of the most well-known brands in the German confectionery market. Since 1889, the company has been based in Hannover and has been family-run for four generations. The brand is now undergoing a major repositioning, including a comprehensive design relaunch. The goal: to establish Bahlsen products as an indispensable companion for everyday moments of indulgence.

“Bahlsen products have stood for exceptional enjoyment for generations – and continue to evolve. We are truly excited to help position a brand like Bahlsen even more strongly for the future. We believe in communication that not only stands out but resonates: modern, relatable and relevant,” says Felix Fenz, Managing Creative Director at Grabarz & Partner. “We will support Bahlsen on its path into the future – with strategic sensitivity and creative clarity. With emotional communication that firmly anchors the brand in people’s everyday lives.”

The relaunch includes not only the new packaging design but above all a strategic repositioning with a clear focus on consumer needs. A key part of this is the launch of the innovative new product Hazelnut Cream & Choc. Starting in June, the products will appear on shelves in their new packaging. A communication campaign is planned for late summer, through which Grabarz & Partner will bring the new brand identity to life.

With this strategic realignment, Bahlsen aims to gain market share and excite a younger, enjoyment-oriented target group.

“The brand relaunch is a crucial step in repositioning the Bahlsen brand for the future. With Grabarz & Partner, we have a creative partner at our side who understands how to bridge tradition and innovation. We look forward to developing strong brand communication together that strikes an emotional chord with our consumers,”says Alexandra Megid, Group Marketing Director at Bahlsen.