(01)
BACKGROUND
Many food brands focus on their packaging facing the consumer, showing a pretty face, while they hide artificial preservatives and unhealthy additives on the back of their products. From day one, Harmonica has always used clean and trusted ingredients and has taken the upmost care to keep it like this.
That’s why we chose to highlight what truly matters: their transparency.
(02)
APPROACH & IDEA
We used a simple, but powerful gesture:
Turning the products label first.
Showing Harmonica's ingredients with a simple and honest message encapsulating everything the brand believes in: "We're turning attention to what matters".
(03)
EFFECT
The campaign transformed a product detail into a brand statement, proving that for Harmonica, what’s on the back is just as important as what’s on the front.
2,5%
monthly sales increase
1.5MIL
people reached
