GOODMILLS: SUMMER OCCASIONS

GOODMILLS: SUMMER OCCASIONS

Babiččina volba

2017

 

CONTEXT

Babiccina Volba is a well-known premium flour brand in the Czech Republic. It's double the price of the ordinary flour, so people buy it for big special occasions, such as for Christmas, Easter or Birthdays baking. However, for Summer baking people only buy Babiccina Volba if it is half price.

IDEA

To avoid putting the price down and keep being premium, we made the summer baking special by going small and creating the first ever 200g flour sampling packaging.The exact premium Babiccina Volba product's range but presented as 11 different 200g sampling packs, each based on matching summer recipe with the most traditional Czech summer occasions.

We launched Summer Ocassions collection with a simple but effective promo at the backside of the packaging: bake what you like and upload a photo on the Babiccina Volba website.