Price-Initiative
Challenge
Consumers are not only struggling with rising food prices but also with new sales strategies such as dynamic pricing. How can the German discounter PENNY show that it is really committed to permanently low prices?
Price as Design
Solution
Price Packs is the first brand whose packaging design consists of the price. A real commitment to price stability, given the long production time for packaging. Price Packs is the first brand whose packaging design is based on price and which makes such a clear commitment to price stability. The products were available in all 2150 German Penny stores and promoted through an OOH campaign that was as visually reduced and to the point as the brand itself. The Price Packs received enthusiastic feedback: demand was huge, with 1.4 million products sold within 4 weeks - some were even sold out for a short time.
Key Facts
"We have staged the small prices where they stand out the most, make the most sense, but where you least expect them: On the packaging itself. A solution that catches the eye – and looks good at the same time."
Serviceplan
