Price Packs

Background Grocery prices in Germany have been continuously rising, with consumers growing increasingly frustrated by rising costs. Adding to this discomfort is the rise of dynamic pricing strategies, where prices fluctuate based on demand or supply factors, making it difficult for shoppers to budget effectively. In this climate of economic uncertainty, PENNY, one of Germany’s leading discounters, is uniquely positioned to deliver stability and reassurance to its customers. Creative Idea Price Packs is the first brand that’s all about the price. Because the packaging design focuses entirely on it. Considering the usual packaging production requires several months, this becomes an irrevocable commitment to price stability. Placed next to competitors, the design helps consumers immediately spot the best prices. PRICE PACKS are available in all 2100 Penny markets in Germany, promoted by an OOH campaign as striking as the packaging. Insights & Strategy Strategy/Insight: An analysis of market data identified an industry trend in implementing strategies such as dynamic pricing. It consists of using the latest technology, such as LEDs, AI, wireless charging, and trailblazing algorithms in setting prices according to inflation, time of day, and product popularity. But customers have grown increasingly frustrated by these practices. It erodes trust, which is the foundation of any brand and business relationship. Breakthrough: Going against the trend, PENNY took a completely different approach: setting analogue prices, implemented statically, instead of digital dynamic prices. Execution Design: The color codes for the products are based on the main competitors packaging colors and category conventions. PENNY's famous" yellow dot" as well as a new, even bolder version of the widely known PENNY Akko font act as core elements of the Price Packs brand. Campaign elements: Since PENNY controls the point of sale, Price Packs are placed directly next to competitors' products. Helping consumers identify the best deals in each product category. Digital OOH displayed the most relevant product according to the time of the day. Social media drew attention to the most relevant aspect of these platforms: its design. Scale: Price Packs has now expanded to more products and turned from a temporary edition into a permanent brand. Approach: The strategy focused on creating packaging that prominently displays the price, making it the most visible and memorable aspect of the product. Results The business impact surpassed expectations. With an initial production run of over 4 million packs products flew off the shelves in record time, with some temporarily selling out during launch week. In terms of consumer awareness, on traditional and social media, the campaign received splendid reviews, earning $120 million in free media. As for the brand perception, consumer perception of PENNY as the #1 price-stable discounter went up by 2200%.