Bamse
Bamse
Nostalgia has kept Bamse alive for young readers. But they need a digital presence to avoid becoming irrelevant and invisible. To help them keep pace with change, we curated a deep-dive brand workshop. It produced practical strategies for reaching a new – and very different – generation.
We mapped the way to a new generation
Bamse's audience had matured with exposure to online content, especially on YouTube. We analyzed customer insights and conducted a competitor analysis to understand how this affected Bamse's positioning and spot opportunities.
This research set the stage for a cross-departmental workshop where we reevaluated the brand strategy through an SEL lens. This approach would steer the brand refresh in the right direction and connect with kids today.
For example, we discussed ways to update the company's values. The brand's eponymous bear is an icon of physical strength. And as Bamse represents the brand, kids perceive physical strength as one of its core values. But today, strength is measured in other ways, like mental strength and strong intelligence.
We drew on our research and the workshop findings to draft prioritized recommendations that will help Bamse better connect with a new generation of children.
