Speidel

BRAND RELAUNCH 

INITIAL SITUATION AND OBJECTIVE

With Panama's help, SPEIDEL embarked upon a relaunch aimed at establishing a more modern and emotional brand positioning. The family company was seeking to raise awareness

of its high-quality, modern lingerie range among all women. One particular difficulty was creating differentiation in this fiercely competitive market.

IDEA AND IMPLEMENTATION

SPEIDEL used Panama's Markensystemik® branding system to devise a new positioning: each woman is special and individual, and SPEIDEL conveys this with a playful wink. The creation of this modern look involved a comprehensive review of the brand's image,

including the claim. The communication concept revolves around atmospheric black-and-white photographs accompanied by tongue-in-cheek headlines. The image visuals can be seen in various channels, including a nationwide advertising campaign in Germany,

billboards, points of sale materials and the new retailer catalogues. Additional colour beauty shots focusing on the lingerie brighten up the catalogues.

OBJECTIVE ACHIEVED

SPEIDEL is happy with its new positioning and its new image now also provides visual differentiation from

competitors. Positive feedback from trade and consumers confirms SPEIDEL's chosen path.