Germany`s most popular sandwich cookie

Prinzen Rolle is a real classic, the original among sandwich cookies. For more than 60 years, Prinzen Rolle has been the undisputed No. 1 on the cookie shelf. Germany knows and loves it. Nevertheless, it is also essential for a traditional brand to keep sharpening its profile, staying relevant and modern with a fresh facelift. The question was: What does Prinzen Rolle stand for today? What role does it play in consumers' lives? And how does the brand secure first place in their hearts in the future? There had to be an answer – beyond a packaging redesign and new flavors.

Official TV Spot

New claim, new positioning.

Prinzen Rolle is more than a sweet snack. It’s our reliable companion in everyday life. Always there when we are having fun or facing a new challenge. We grow up with Prinzen Rolle – and sometimes even outgrow ourselves. Prinzen Rolle is, as the claim puts it nicely: The role of your life.

Growing up and beyond ourselves

Real stories, real feelings - we tell authentic family life in a striking and modern way in an emotional TV commercial. There is no longer a need for a prince as the main or brand character. After all, every family has its own real heroes who face the challenges of everyday life. The idea was filmed and implemented with IT'S US Media Berlin and the director Neele Leana Vollmar.

Social media content

Real stories, real feelings - real family life told in a striking and modern way: We also make the new direction of Prinzen Rolle visible and tangible in social media. Real cookie love.