Effie for Wibra: Just a high point, or the beginning of something greater?

We weren’t ready to peak just yet. So, we built on the umbrella concept with new campaigns. This was a clever way of recycling: we reused the campaign concept for other gems on the shelves and for practical tips and tricks. The result? Recognition that sticks.

But we also created new storylines. A nice example is the Pink Ribbon initiative, where Wibra committed itself to a socially relevant cause. Stores literally turned pink. “Da’s Wauw van Wibra” thus became a brand platform that allowed flexibility and relevance.

Read more about Pink Ribbon

Market research showed that shoppers’ expectations and reality didn’t always match. That insight set the stage for a fresh leap in 2025, with a new equity ad.

The winning formula stayed but got a funky remix. We launched a hero video and a series of radio spots. These let you experience the store through the eyes of the products, all set to a retro 70s groove. Fun, funky, and surprising. Eddy Wally couldn’t have said it better: “Wauw!”

The new campaign wasn’t a one-off. Instead, it became a year-long content machine:

• Multiple communication waves with variations and new angles
• A smart media cocktail: TV, radio, and a strong digital component
• A catchy sound signature tying it all together

That way, Wibra keeps growing: recognisable, consistent, yet always with a fresh edge.

A powerful brand platform only proves itself with results. And the numbers deliver.

• Turnover is rising double digits, driven by both like-for-like growth and new store openings.
• New weekly highs: during campaign weeks, we set new visitor records.
• Digital impact is growing: branded search soar, social engagement climbs.

Proof? Our KPI check-ins with the client. Not just a formality, but a true steering moment during which we align, adjust, and keep moving forward. It’s how we make creativity grow in a measurable and methodical way.

This case illustrates: one solid brand idea beats scattered actions. “Da’s Wauw van Wibra” grew into more than a seasonal push. It’s now the foundation for a series of creations that we can extend into always-on content on social media and in folders. That’s how we make Wibra part of both the head and the heart, by broadening, deepening and embedding the brand over time.

For Cartel Agency, this case is pure compound creativity. We build campaigns that win today, and build tomorrow’s brand equity at the same time.