Solutions

Solutions

As part of the campaign, we focused on the history of Ptasie Mleczko® marshmallows and presenting the metamorphosis of their packaging over the years. To this end, we sent press materials to journalists along with infographics presenting the history of the product and its packaging. In order to present the changed design of the boxes live, we arranged several one2one meetings in E.Wedel Pump Rooms.

One element of the campaign was also an extensive creative mailing to journalists and influencers. The main protagonist of the press packs targeted at women was an elegant neckerchief, while men were presented with a pillowcase. Both products ‘borrowed’ print from the packaging of the most popular vanilla flavour of marshmallows. In order to increase their reach to consumers, the packs were also shown in the form of an unboxing on Instagram by popular influencers: Janek Dąbrowski, Michał Będźmirowski, Magdalena Kanoniak, Klaudia Halejcio and Dorota Szelągowska.

The editors of Dzień Dobry TVN were the first to record the production of the well-known marshmallows and interviewed the authors of the new packaging designs. Twój Styl magazine published a ‘human stories’ article about the young illustrators, and natemat.pl featured a branded section with a text about their story.

We also presented the packaging metamorphosis to consumers during the Museum Night 2019 at the E.Wedel Factory, the theme of which was the redesign. Ptasie Mleczko® also became a partner of the Karol Śliwka exhibition, entitled. ‘Karol Plum. Polish designs. Polish designers’. The event featured a dedicated infographic, product sampling, a presentation of new PM® prints and profiles of their designers.