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F O R P U B L I C AT I O N
D B A D E S I G N E F F E C T I V E N E S S AWA R D S
2021
SU B M ISSION TITLE :
E V ERY S HA PE O F B L AC K : L A K R I DS BY B Ü LOW
CLIE NT COM PANY:
L AK RI DS BY B Ü LOW
SU B M ISSION DATE :
N OVEM B ER 2020
FO R P U B LI C ATI O N E N T RY: D BA D E S I G N E FFEC TI V E N E S S AWA R DS 2 02 1 – L A K R I DS BY B Ü LOW / 1
1. EXECUTIVE SUMMARY
WH EN J O HAN B Ü LOW S TA RTED H I S DA N I S H LI Q U O R I C E TH E D E S I G N E S S EN C E ‘ E VERY S HA PE O F B L AC K ’ ALLOWED
B R AN D, H E B EC AM E TH E U N D I S P U TED LE A D ER I N DAN I S H TH EM TO OWN AN D C R A F T TH E B R A N D TH RO U G H S HAPE ,
CO N FEC TI O N ERY I N LE S S THA N 1 0 Y E A RS . B U T BY 201 8 , CO LO U R AN D E XPR E S S I O N . TH E R ED E S I G N WA S VI E WED A S
TH E B R A N D ’ S PRO G R E S S B EC A M E R EL ATIV ELY S TAG NA NT, TH E LY N C H PI N TO M EE T VA R I O U S B U S I N E S S O B J EC TIVE S .
WITH TH E LOWE S T T U R N OV ER G ROW TH I N FIV E Y E ARS A N D M E T TH EM TH E Y D I D!
AN D A 20 % BOT TO M LI N E LOS S .
• TU R N OVE R – TO P LI N E BACK O N STRO N G G ROW TH
S U CC E S S HA D B EG U N TO ERO D E D U E TO A G ROWI N G TR A J EC TO RY WITH +1 6% YOY I N CR E A S
N U M B ER O F CO PYC AT CO M PE TITO RS I N TER M S O F
• S U B STANTIALLY O UTP E R FO R M I N G 2 % C ATEG O RY
PAC K AG I N G AN D PRO D U C T, A LL S ELLI N G AT A LOWER
G ROW TH
PR I C E P O I NT. TH I S , CO M B I N ED WITH A M B ITI O U S PL AN S FO R
• STU N N I N G +139 % B OT TO M LI N E CO M E BACK
I NTER NATI O NA L E XPA N S I O N A N D A D E S I R E TO B ECO M E
A M O R E S U S TAI NAB LE B U S I N E S S , M E A NT IT WA S TI M E TO • I NTE R NATIO NAL SALE S O UTP E R FO R M E XP EC TATIO N S
R E TH I N K TH E B R A N D ’ S S TR ATEGY A N D D E S I G N . • E XPAN S IO N O UTS I D E TH E CO N FEC TIO N E RY C ATEG O RY
• FI RST CO N FEC TIO N E RY P RO D U CE R I N TH E WO R LD TO
TH I S I S TH E S TO RY O F H OW D E S I G N HA S ENA B LED L A K R I DS M OVE TO 1 0 0% R EC YCLE D AN D R EC YCL AB LE P E T
BY B Ü LOW TO CO NTI N U E TH EI R J O U R N E Y O F C R E ATI N G
• 4 0% R E D U C TIO N I N CO2 E M I S S IO N S D U E TO U S E O F
S U R PR I S I N G LI Q U O R I C E CO M B I NATI O N S A N D S EN SO R IA L
R PE T
TA S TE E XPER I EN C E S I N A S U S TAI NA B LE WAY, S PR E A D I N G
TH E LOV E FO R TH I S U N I Q U E N O R D I C FL AVO U R A RO U N D
N OT O N LY HAVE TH E Y M E T O R S U R PA S S ED TH EI R
TH E WO R LD.
O B J EC TIVE S S I N C E TH E 201 9 R ED E S I G N , B U T TH E Y
CO NTI N U ED TO D O SO I N 2020, D E S PITE COVI D -1 9 ’ S I M PAC T
O N TH EI R R E TAI L O PER ATI O N S .
JOHAN BÜLOW
FOUNDER
FO R P U B LI C ATI O N E N T RY: D BA D E S I G N E FFEC TI V E N E S S AWA R DS 2 02 1 – L A K R I DS BY B Ü LOW / 2
2 . CONTEX T AND OVE RVIEW
BACKG ROU N D PEO PLE CO U LD S M ELL IT I N A R AD I US O F 1 0 0 M E TERS .
BO R N I NTO A FAM I LY O F ENTR EPR EN EU R IAL S PI R ITS IT WO R K ED. E VERY TH I N G WA S SO LD O UT I N T WO
O N TH E TI N Y ROC K IS L AN D O F BO R N H O LM I N H O U RS .
D EN MAR K , J O HAN B Ü LOW FO U N D H IS PA S S IO N
I N G O U R M E T LIQ U O R I C E – A SC AN D I NAVIAN B Ü LOW ’ S A M B ITI O N ? TO I N S PI R E PEO PLE A RO U N D TH E
CO N FEC TIO N ERY FAVO U R ITE . WO R LD A N D S PR E A D TH E LOVE FO R TH I S U N I Q U E N O R D I C
FL AVO U R BY C R E ATI N G S U R PR I S I N G CO M B I NATI O N S A N D
I N 20 07, H E O PEN ED H IS FI RST S H O P O PEN ED O N S EN SO R IA L TA S TE E XPER I EN C E S , WITH LI Q U O R I C E A S TH E
BO R N H O LM , NAM ED L AK R I DS BY J O HAN B Ü LOW CO R E . N OT O N LY TH E SWEE T K I N D, N OT O N LY TH E SALT Y
(L AK R I DS = LIQ U O R I C E I N DAN IS H). TH E I D E A WA S TO O N E , B U T TH E WH O LE S PEC TR U M O F FL AVO U RS THAT
COO K TH E LIQ U O R I C E TH ER E , MAK I N G SU R E THAT C A N B E AC H I E VED WH EN U S I N G LI Q U O R I C E A S A S PI C E .
FO R P U B LI C ATI O N E N T RY: D BA D E S I G N E FFEC TI V E N E S S AWA R DS 2 02 1 – L A K R I DS BY B Ü LOW / 3
TH E FI N E S T I N G R ED I ENTS , I N N OVATI O N , C R E ATIVIT Y A N D • TU R N OVER R E TU R N TO G ROW TH : +1 1 % I N C R E A S E
C R AF TMA N S H I P HAV E A LWAYS B EEN AT TH E CO R E O F A F TER O N E Y E A R A N D +1 5% I N C R E A S E A F TER T WO
TH I S PR EM I U M B R AN D – LI K E TH E U N I Q U E I D E A TO COAT Y E A RS
LI Q U O R I C E WITH C H O CO L ATE . • BOT TO M LI N E EB ITDA : R E TU R N TO G ROW TH AF TER
201 8 ’ S 20 % LOS S
TEN Y E ARS L ATER , HAVI N G E S TA B LI S H ED A D I S TI N G U I S H ED • D R IVE I NTER NATI O NA L SA LE S: 5 6% O F TOTA L SALE S
S HAPE A N D FO R MAT O F BOTH PRO D U C T AN D PAC K AG I N G , A F TER O N E Y E A R A N D 6 3% A F TER T WO Y E A RS
H I S LI Q U O R I C E HAD B ECO M E A M U C H - LOV ED DA N I S H • E XPA N S I O N O UTS I D E TH E CO N FEC TI O N ERY C ATEG O RY
D ELI C AC Y. M O R E THA N 5 0 % O F SA LE S WER E TH RO U G H DTC • B ECO M E A LE A D ER I N R EC YC LED PAC K AG I N G
C HAN N EL S ( TH EI R OWN R E TAI L S TO R E S A N D WEB S ITE , • EN S U R E A N Y N E W PAC K S TR U C TU R E R ED U C E S CO2
S TO R E WITH I N S TO R E CO N C E S S I O N S), WITH TH E R E S T EM I S S I O N S I N TH E PRO D U C TI O N PRO C E S S
FRO M WH O LE SA LE /B2 B (EG S U PPLY I N G H OTEL S A N D • AVO I D E X TR A PRO D U C TI O N LI N E COS TS SO TH ER E’ S
AI R LI N E S). N O I M PAC T O N PR I C E /PRO FITA B I LIT Y PER U N IT
OUTLIN E OF PROJ EC T B RIE F OVE RVIE W OF MAR KET
AF TER TEN Y E A RS O F G ROW TH , TH E B R A N D ’ S PRO G R E S S TH E SC AN D I NAVIAN LIQ U O R I C E MAR K E T TEN DS B E
B EC AM E R EL ATIV ELY S TAG NA NT, WITH 201 8 S EEI N G TH E D IVI D ED B E T WEEN TO P EN D N I C H E LUXU RY B R AN DS
LOWE S T T U R N OV ER G ROW TH I N FIV E Y E ARS A N D A 20 % AN D LOWER EN D MA S S MAR K E T AN D PR IVATE L AB EL .
BOT TO M LI N E LOS S . S U CC E S S HA D B EG U N TO ERO D E D U E A S A PR EM I U M B R AN D, L AK R I DS S ITS B E T WEEN
TO A G ROWI N G N U M B ER O F CO PYC AT B R A N DS I N TER M S TH E S E – TH E B R I DG E B E T WEEN TH E D E S I R AB I LIT Y
O F PAC K AG I N G AN D PRO D U C T, A LL S ELLI N G AT A LOWER O F TH E LUXU RY WO R LD AN D TH E FU N C TIO N
PR I C E P O I NT. TH I S , CO M B I N ED WITH A M B ITI O U S PL AN S FO R AN D N EC E S S IT Y O F TH E MA S S MAR K E T. L AK R I DS
I NTER NATI O NA L E XPA N S I O N A N D A D E S I R E TO B ECO M E CO N S I D ERS ITS ELF TO B E I N CO M PE TITIO N WITH TH E
A M O R E S U S TAI NAB LE B U S I N E S S , M E A NT IT WA S TI M E TO OVER ALL CO N FEC TIO N ERY MAR K E T, R ATH ER THAN
R E TH I N K TH E B R A N D ’ S S TR ATEGY A N D D E S I G N . J UST LIQ U O R I C E . LIQ U O R I C E IS AL SO A S E A SO NAL
MAR K E T, WH ER E AUTU M N/ WI NTER T Y PI C ALLY S EE S
J O HAN B Ü LOW WA S LO O K I N G TO C HA LLEN G E TH E A D IS PRO P O RTIO NAL N U M B ER O F SALE S . I N R EC ENT
C ATEG O RY H E HAD O R I G I NA LLY C R E ATED. H E TA S K ED TH E Y E ARS , TH E SC AN D I NAVIAN CO N FEC TIO N ERY MAR K E T
AG EN C Y TO D I S TI L TH E B R A N D E S S EN C E , R ECO M M EN D A HA S O N LY S EEN 2 % G ROW TH , D R IVEN BY PR I C E
S TR ATEG I C A PPROAC H TO B R A N D E X TEN S I O N S , R E VI E W INCREASES.
TH E NAM E , EM P OWER TH E B R A N D WITH A DY NA M I C
C R E ATIV E I D E A , TH EN LI N K A N E W VI S UA L I D ENTIT Y A N D KE Y FAC TS
S TR U C T U R AL /G R A PH I C PAC K AG I N G D E S I G N TO THAT I D E A PROJ EC T L AU N C H DATE: JA N UA RY 201 9
TO E A S I LY CO M M U N I C ATE TH E FO LLOWI N G TO DA N I S H A N D D E S I G N FEE S: R EDAC TED CO N FI D ENTIA L DATA
I NTER NATI O NAL CO N S U M ERS:
SOLUTION : B R AN D P OSITIONING , NAM E , IDE NTIT Y
• S U PER I O R Q UALIT Y TO PROTEC T TH E PR EM I U M PR I C E AN D PACK AG ING DE SIG N
P O I NT TH E AG EN C Y U N D ERTO O K A S EN S UA L E XPLO R ATI O N
• D I FFER ENTIATI O N A N D S TA N D O U T FRO M CO PYC ATS O F LI Q U O R I C E TO E VO K E ITS E A RTH Y, P OTENT, D EEP
• S U S TAI NAB LE AN D OWNA B LE VI S UA L EQ U IT Y I N TH E A N D ELEM ENTA L NATU R E . TH I S , CO M B I N ED WITH
PAC K AG I N G S HAPE TH E FO U N DATI O NA L PR I N C I PLE S O F DA N I S H D E S I G N ,
• EFFEC TIV E S H ELF S TAC K I N G A N D P OWER FU L O N - I N FO R M ED TH E ‘ RO OTED A N D DY NA M I C ’ P OS ITI O N I N G . TH I S
S H ELF PR E S EN C E LED TO TH E D E S I G N E S S EN C E ‘ E VERY S HA PE O F B L AC K ’ –
A LLOWI N G TH E AG EN C Y TO D E S I G N TH E B R A N D TH RO U G H
OB J EC TIVE S S HA PE , CO LO U R A N D E XPR E S S I O N .
TH E R ED E S I G N WA S VI E WED A S TH E LY N C H PI N FO R
L AK R I DS BY B Ü LOW TO M EE T VAR IO US B US I N E S S TH E N E W ‘ L A K R I DS BY B Ü LOW ’ NA M E WA S S H O RTEN ED TO
O B J EC TIVE S . N O N E O F TH E FO LLOWI N G O B J EC TIVE S FO C U S O N TH E PRO D U C T A N D J O HA N ’ S L A S T NAM E . TH I S
WO U LD B E P OS S I B LE WITH O UT A N E W D E S I G N , EM PHA S I S E S DA N I S H PROVENA N C E , AUTH ENTI C IT Y, A N D
TH ER EFO R E D E S I G N SU CC E S S WA S J U DG ED BY: FRO M A G LO BA L PERS PEC TIVE , IT I M PLI E S THAT L AK R I DS
I S S PEC IA L , SO M E TH I N G D I FFER ENT FRO M TH E LI Q U O R I C E
FO R P U B LI C ATI O N E N T RY: D BA D E S I G N E FFEC TI V E N E S S AWA R DS 2 02 1 – L A K R I DS BY B Ü LOW / 4
CO N S U M ERS M AY A LR E A DY K N OW. TH E NA M E I S A L SO N OW A CO R R E S P O N D I N G SO F T, MAT TE B L AC K LI D FEEL S LI K E
S U PP O RTED BY TH E ‘ DA N I S H CO N FEC TI O N ERY ’ PRO D U C T LI Q U O R I C E , WH I C H FU RTH ER D IA L S U P TH E TA S TE AN D
D E SC R I PTO R , TO H ELP I NTER NATI O NA L CO N S U M ERS . TAC TI LIT Y O F TH E L A K R I DS LI Q U O R I C E E XPER I EN C E . TH E
EM BOS S ED ‘ LB ’ Q UA LIT Y S E A L O N TH E LI D B R I D G E S TH E
TH E AG EN C Y E VO LVED AN D N U RTU R ED E XISTI N G K E Y RO OTED A N D DY NA M I C A S PEC TS O F TH E B R AN D, WH I LE
VISUAL EQ U ITI E S . TH E CO LO U R B L AC K , AN D AL SO TH E R EMAI N I N G S I M PLE TO LE VER AG E DA N I S H D E S I G N
R EC TAN G U L AR AN D CI RC U L AR S HAPE S THAT MAK E ELEM ENTS . TH E B R A N D A L SO C HA M PI O N S J O HA N B Ü LOW
U P TH E B R AN D, AR E US ED TO ELE VATE L AK R I DS BY TH RO U G H H I S PERSO NA L S I G NATU R E . P U T TO G E TH ER ,
B Ü LOW O N C E AGAI N ABOVE CO PYC AT CO M PE TITO RS TH E S E ELEM ENTS R EI N FO RC E A S EN S E O F TR A D ITI O N ,
AN D CO M M U N I C ATE ITS PR EM I U M NATU R E . O R I G I N , PR EM I U M C R A F TMA N S H I P, A N D S ERV E A S A VI S UAL
M N EM O N I C TO ALLOW TH E B R A N D TO S TR E TC H I NTO N E W
A U N I Q U E N E W JAR S HA PE WA S C R E ATED A N D C ATEG O R I E S .
TR AD EMA R K ED, TO FO R M A S TR I K I N G LY BO LD, OWNA B LE
AN D M O D U L AR SYS TEM O N -S H ELF. TH E SO F TEN ED TH E L A B EL I S R EP OS ITI O N ED TOWA R DS TH E TO P O F TH E
CO R N ERS EC H O TH E E X AC T C U RV E O F TH E B R A N D ’ S JA R , A LLOWI N G FO R G R E ATER PRO D U C T VI S I B I LIT Y AN D A
P O P U L A R C H O CO L ATE- COV ER ED LI Q U O R I C E BA LL S . TH E S EN S E O F TH E JA R B EI N G ‘ HA LF FU LL’ R ATH ER THAN ‘ HALF
N E W JA R I S M AD E O F 1 0 0 % R EC YC LED A N D R EC YC L A B LE EM PT Y ’ D U R I N G CO N S U M PTI O N . IT ’ S S I M PLE , S LEEK AN D
PE T PL A S TI C (R PE T ), WITH D E TAI L S O F ITS S U S TAI NA B LE FU TU R E- FO C U S ED – AT O N C E BOTH U N I F Y I N G TH E R AN G E
NATU R E U N D ER TH E LI D. D I FFER ENT S IZED, A N D FU LLY A N D S E T TI N G IT A PA RT.
SC AL A B LE , JA RS AR E A LL M U LTI PLE S O F 72 M M . TH I S
ALLOWS FO R BOTH D I FFER ENT PR I C E P O I NTS A N D E AC H JA R A L SO D E TAI L S TH E PERSO NA L D E TAI L S O F TH E
CO N FI G U R ATI O N S FRO M R E TAI L C A B I N E TS TO P O I NT O F CO O K THAT MA D E THAT S PEC I FI C BATC H , TO PRO M OTE TH E
SALE – A N D TH E FAC TO RY D I D N OT HAV E TO R ECO N FI G U R E B R A N D ’ S I N H ER ENT PR EM I U M A N D HA N D C R A F TED NAT U R E .
TH E PRO D U C TI O N LI N E .
FO R P U B LI C ATI O N E N T RY: D BA D E S I G N E FFEC TI V E N E S S AWA R DS 2 02 1 – L A K R I DS BY B Ü LOW / 5FO R P U B LI C ATI O N E N T RY: D BA D E S I G N E FFEC TI V E N E S S AWA R DS 2 02 1 – L A K R I DS BY B Ü LOW / 6
FO R P U B LI C ATI O N E N T RY: D BA D E S I G N E FFEC TI V E N E S S AWA R DS 2 02 1 – L A K R I DS BY B Ü LOW / 7
3 . R E S U LT S
TH E N E W D E S I G N ELE VATE S AN D R E- E STAB LIS H E S P OS T- D E S I G N . A N D BY S EPTEM B ER 2020, YOY EB ITDA
L AK R I DS BY B Ü LOW ’ S PR EM I U M P OS ITIO N , ENAB LI N G VA LU E WA S U P BY +39 % , WITH TH E M OS T I M P O RTANT
TH E B R AN D TO B EG I N FU LFI LLI N G ITS AM B ITIO N TO C H R I S TMA S 2020 SA LE S S E A SO N S TI LL TO CO M E:
LE AD A WO R LDWI D E LOVE FO R LIQ U O R I C E . N OT O N LY • EB ITDA VA LU E 2017: D K K R EDAC TED CO N FI D ENTIAL
HAVE TH E Y M E T O R SU R PA S S ED TH EI R O B J EC TIVE S DATA
S I N C E TH E JAN UARY 201 9 R ED E S I G N , B UT TH E Y • EB ITDA VA LU E 201 8 : D K K R EDAC TED CO N FI D ENTIAL
CO NTI N U ED TO DO SO I N 2020, D E S PITE TH E G LO BAL DATA ( YOY -20 %)
TR AVEL AN D R E TAI L M ELTDOWN D U E TO COVI D -1 9. • EB ITDA VA LU E 201 9 : D K K R EDAC TED CO N FI D ENTIAL
DATA ( YOY +139 %)
TU R NOVE R : TOP LIN E BACK ON STRONG • EB ITDA VA LU E 2020 (A S O F S EP 2020): D K K R EDAC TED
G ROW TH TR A J EC TORY CO N FI D ENTIA L DATA ( YOY +39 % WITH TH R EE M O NTH S
TH E D E S I G N HA S C LE AR LY PUT TH E B R AN D BAC K O N R EMAI N I N G)
A G ROW TH TR A J EC TO RY, AF TER S EEI N G TH E LOWE ST
G ROW TH I N FIVE Y E ARS I N TH E Y E AR B EFO R E TH E DE SIG N DRIVE S INTE R NATIONAL G ROW TH
R ED E S I G N . O N E O F TH E MAI N R E A SO N S THAT TH E 201 9 A N D 2020
FI NA N C IA L R E S U LTS P OS T- R ED E S I G N WER E SO S TRO N G
O N E-Y E AR P OS T- R ED E S I G N , L A K R I DS HA D TH EI R H I G H E S T I S B EC AU S E O F S I G N I FI C A NT I NTER NATI O NA L G ROW TH
E VER T U R N OV ER O F D K K R EDAC TED CO N FI D ENTIA L DATA O U TS I D E O F D EN M AR K , WH I C H WA S A K E Y O B J EC TIVE .
( VS 201 8 ’ S D K K R EDAC TED CO N FI D ENTIA L DATA). TH I S +1 6% I N A D D ITI O N TO N O R D I C MA R K E TS , L A K R I DS BY B Ü LOW
YOY I N C R E A S E E XC EEDS TH E Y E A R O N E P OS T- R ED E S I G N I S N OW FO U N D I N AU S TR A LIA , TH E BA LTI C S , FR AN C E ,
+1 1 % O B J EC TIV E BY A S I G N I FI C A NT M A RG I N . G ER MA N Y, TH E N E TH ER L A N DS , SO U TH A FR I C A , M O RO CCO,
UA E , U K , A N D U SA .
BY S EPTEM B ER 2020, A N D I N S PITE O F COVI D -1 9, Y TD
TU R N OV ER CO M PAR ED TO 201 9 WA S +1 9 % (D K K R EDAC TED INTE R NATIONAL SALE S OUTPE R FOR M E D AGAIN ST
CO N FI D ENTIA L DATA TO S EPTEM B ER 2020 VS D K K E XPEC TATION S SINCE TH E R E DE SIG N :
R EDAC TED CO N FI D ENTIA L DATA) – A L SO E XC EED I N G TH E • PR E- R ED E S I G N I NTER NATI O NA L SA LE S 201 8 : 5 3% O F
Y E AR T WO +1 5% O B J EC TIV E . TU R N OVER (D K K R EDAC TED CO N FI D ENTIA L DATA)
• I NTER NATI O NA L SA LE S 201 9 : 59 % O F TU R N OVER (D K K
+37 U N DE R LYING G ROW TH AF TE R AIR P ORT R EDAC TED CO N FI D ENTIA L DATA) S U R PA S S E S TH E 5 6%
SALE S R E MOVE D O B J EC TIVE
A L ARG E PRO P O RTI O N O F L A K R I DS ’ SA LE S C A M E • I NTER NATI O NA L SA LE S JA N -S EP 2020 : 6 3% O F
FRO M AI R P O RT TA X FR EE S TO R E S A N D CO N C E S S I O N S TU R N OVER (D K K R EDAC TED CO N FI D ENTIA L DATA)
B EFO R E TH E PAN D EM I C . TH OS E SA LE S D R I ED U P ALM OS T M EE TS FU LL Y E A R O B J EC TIVE WITH B U S I E S T TI M E O F
OVER N I G HT FRO M MA RC H 2020 A N D SO TH E B R AN D HA D Y E A R FRO M O C T- D EC 2020 S TI LL TO CO M E .
TO R ELY O N ITS D E S I G N M O R E THA N E V ER B EFO R E . I F WE
R EM OV E AI R P O RT SA LE S , TH E U N D ER LY I N G G ROW TH I N ADVE NT CALE N DAR SALE S ROCKET
S EPTEM B ER 2020 WA S +37 % V ERS U S 201 9 – A N D THAT ’ S L A K R I DS ’ A DVENT C A LEN DA R I S TH EI R TO P-S ELLI N G ITEM
B EFO R E TH E PE AK C H R I S TM A S 2020 S E A SO N E V EN E AC H Y E A R , ACCO U NTI N G FO R A RO U N D 1 0 % O F SALE S .
S TARTED. TH E 2020 C A LEN DA R I S TH E FI RS T O N E D E S I G N ED I N TH E
N E W LO O K , AN D BY O C TO B ER 2020 TH E Y SO LD
OUTPE R FOR M ING 2% CATEGORY G ROW TH 20 0,0 0 0 (A N D CO U NTI N G). THAT ’ S U P +45% VERS U S 201 9.
N OT O N LY A R E TH E Y S U R PA S S I N G TH EI R OWN TA RG E TS , TH E O N LY TH I N G THAT C HA N G ED? TH E D E S I G N .
B UT WITH +1 6% T U R N OV ER , TH E Y A R E S U B S TA NTIA LLY
O UTPER FO R M I N G TH E 2 % C ATEG O RY G ROW TH .
E B ITDA VALU E : STU N NING BOT TOM LIN E COM E BACK
AF TER A LOS S O F 20 % I N EB ITDA VA LU E I N 201 8 , BY TH E
EN D O F 201 9 TH E B R A N D M A D E A S T U N N I N G CO M EBAC K
WITH TH EI R B E S T E V ER BOT TO M LI N E AT +139 % G ROW TH
FO R P U B LI C ATI O N E N T RY: D BA D E S I G N E FFEC TI V E N E S S AWA R DS 2 02 1 – L A K R I DS BY B Ü LOW / 8E XPAN SION OUTSIDE TH E CON FEC TION E RY 40% R E DUC TION IN CO2 E M ISSION S
CATEGORY: B Ü LOW FORTIFIE D LIQ UORICE A S A D I R EC T R E S U LT O F TH E D E S I G N D EC I S I O N TO C HAN G E
I N S PR I N G 2020, L AK R I DS BY B Ü LOW FO RTI FI ED LI Q U O R I C E TO 1 0 0 % R PE T PAC K AG I N G , CO2 EM I S S I O N S FO R TH E
L AU N C H ED. TH I S O RGA N I C LI Q U O R I C E LI Q U EU R WITH B U S I N E S S HAVE R ED U C ED BY 4 0 % S I N C E TH E R ED E S I G N .
A T WI S T O F CO COA B E A N S I S AI M ED AT A N
I NTER NATI O NA L AU D I EN C E . TH E O N LY R E A SO N TH I S AVOIDE D E X TR A PRODUC TION LIN E COSTS
WA S P OS S I B LE I S B EC AU S E O F TH E N E W P OS ITI O N I N G TH E C H O I C E O F 72 M M M U LTI PLE S FO R JA R S IZE S M E AN S
AN D D E S I G N , E XPR E S S LY C R E ATED TO A LLOW TH EM THAT TH E FAC TO RY D I D N OT HAVE TO R ECO N FI G U R E TH E
S TR E TC H I NTO N E W C ATEG O R I E S FO R A N I NTER NATI O NA L PRO D U C TI O N LI N E . TH I S AVO I D ED E X TR A PRO D U C TI O N
AU D I EN C E . COS TS , A LLOWI N G L A K R I DS BY B Ü LOW TO MAI NTAI N
PRO FITA B I LIT Y PER U N IT WITH O U T HAVI N G TO I N C R E A S E
WOR LD LE ADE R IN R ECYCLE D PACK AG ING R E TAI L PR I C E S .
B EC AU S E O F TH E AG EN C Y ’ S D E S I G N D EC I S I O N S FO R TH E
PAC K AG I N G S TR U C T U R E , L A K R I DS BY B Ü LOW HA S
B ECO M E TH E FI RS T CO N FEC TI O N ERY PRO D U C ER I N TH E
WO R LD TO M OV E TO 1 0 0 % R EC YC LED A N D R EC YC L A B LE
PE T PL A S TI C (FRO M VI RG I N PE T ).
FO R P U B LI C ATI O N E N T RY: D BA D E S I G N E FFEC TI V E N E S S AWA R DS 2 02 1 – L A K R I DS BY B Ü LOW / 9OTH E R IN FLU E NCING FAC TORS WA S IT PRO D U C T I N N OVATI O N ?
TH E R E VERS E - TH E R EB R A N D I N G A LLOWED L A K R I DS
WA S IT OTH ER MAR K E TI N G C HAN N EL S/ TO L AU N C H I NTO A N E W C ATEG O RY WITH ITS FO RTI FI ED
CO M M U N I C ATIO N S ? LI Q U O R I C E .
TH ER E WER E N O T V O R R AD IO CO M M ERCIAL S . TH E Y
D I D I NVE ST I N D I G ITAL PAI D ADVERTIS I N G , I N FLU EN C ER WA S IT C HA N G I N G CO N S U M ER HA B ITS D U E TO COVI D?
CO LL ABO R ATIO N AN D SOCIAL M ED IA MAR K E TI N G , O N E CO U LD A RG U E THAT TH E FA NTA S TI C 2020
B UT TH OS E HAD S I M I L AR I N ITIATIVE S AN D LE VEL S PER FO R MA N C E CO U LD B E D OWN TO PEO PLE S T U C K AT
O F YOY I NVE STM ENT PR E- R ED E S I G N I N 201 8 AN D H O M E A N D D EC I D I N G TO B U Y TH EM S ELVE S SO M E G O U R M E T
TH EN P OST- R ED E S I G N I N 201 9 AN D 2020. TH E O N LY TR E ATS O N LI N E . H OWE VER , H OTEL C H O CO L AT HAVE
S I G N I FI C ANT TH I N G THAT C HAN G ED WA S TH E D E S I G N , A S I M I L AR B U S I N E S S M O D EL A N D A L SO C LOS ED ALL
N OT TO M ENTIO N TH E FAC E THAT 201 8 SAW TH E PH YS I C A L S TO R E S FRO M MA RC H TO J U N E 2020. TH EI R
LOWE ST TU R N OVER G ROW TH I N FIVE Y E ARS AN D A D I G ITA L SALE S G R E W VERY S TRO N G LY, R I S I N G OVER
20% BOT TO M LI N E LOS S D E S PITE I NVE STM ENT I N TH E S E 20 0 % , B U T TH EI R OVER A LL TU R N OVER D EC LI N ED BY 14% .
AR E A S . CO M PA R E TH I S TO L A K R I DS BY B Ü LOW ’ S S TRO N G O N LI N E
SA LE S O F +2 3 0 % AN D OVER A LL TU R N OVER G ROW TH AN D
WA S IT R E TAI L S TO R E S ? IT ’ S A PPA R ENT THAT SO M E TH I N G EL S E WA S AT PL AY – AN D
TH E Y O N LY O PEN ED T WO N E W S TO R E S S I N C E TH E 201 9 THAT SO M E TH I N G I S TH E D I S TI N C TIVE R ED E S I G N .
R EB R A N D I N G , AN D I N 2020 M OS T S TO R E S HA D TO B E
C LOS ED FO R LO N G PER I O DS O F TI M E D U E TO COVI D, R E S E ARCH/DATA SOU RCE S
M E AN I N G SALE S PIVOTED TO O N LI N E C HA N N EL S . N OT • L A K R I DS BY B Ü LOW I NTER NA L DATA
O N LY TH I S , B UT 201 9 LI K E FO R LI K E SA LE S I N TH EI R R E TAI L • LI B ER U M C A PITA L LI M ITED: AI M CO M M ENTA RY O N
S TO R E S G R E W BY 4% V ERS U S 201 8 , A N D TH E O N LY TH I N G H OTEL C H O CO L AT TO 24 J U LY 2020
THAT C HA N G ED WA S TH E D E S I G N .
JOHAN BÜLOW
FOUNDER
FO R P U B LI C ATI O N E N T RY: D BA D E S I G N E FFEC TI V E N E S S AWA R DS 2 02 1 – L A K R I DS BY B Ü LOW / 10You can also read
