One product, two target groups: When developing the communication media for the new PauseWrap of the popular Knabber Nossi brand, REICHLUNDPARTNER always had two target groups in mind. Because on the one hand, the interest of consumers - children in the 6 to 12 age group - must be aroused. On the other hand, it is important to convince parents as decision-makers and buyers of the product.

In designing the packaging and shelf carton, the creative team continued the typical, likeable Knabber Nossi style. The Mexican outfit was chosen to link the product in the minds of the target audience with the ever-popular Mexican enchiladas. The PauseWrap is a beef sausage wrapped in fluffy wrap dough.

This combination of sausage and bread makes the novelty a complete snack and therefore also the perfect school snack. It is this rational argument that makes the product particularly attractive to parents. For children, of course, the taste and the cool presentation of Knabber Nossi are in the foreground. To reach both target groups as efficiently as possible, Knabber Nossi relies on outdoor advertising in the form of city lights at schools and playgrounds. The goal is to create awareness and generate initial purchases. The subject, developed by Reichl und Partner, combines a witty, cheeky appearance with a cleverly integrated reference to the next school day.

The Citylights can currently be seen in Salzburg, Linz, Klagenfurt, Graz and Vienna. And of course directly on our website: Link to the Case Study