Alpen Muesli says to start your day like a mountain goat

BBH created new tagline 'Up and Alpen' for brand's 50th anniversary

Published On
Jun 14, 2021

Editor's Pick

Muesli brand Alpen turns 50 this year, and to mark the occasion it's relaunching with a new tagline, "Up and Alpen."

It debuts in a spot from BBH London that brings a quirky approach to the brand's traditional look, which has usually been heavy on the Swiss mountains and Alpine scenery.

We see a man breakfasting on Alpen in front of a poster of the Alps, surrounded by unpacked boxes and furniture that's halfway through being moved. A mountain goat appears and gives the sofa a good headbutt, encouraging the man to get on and start his day. 

The spot, directed by Birth's Martin Jalfen, is running across social media as well as TV. It's the first work from BBH since being appointed following a competitive pitch last November. (The Weetabix Foods brand has previously worked with Alpen, however, last creating work in 2017.)

The relaunch also includes a new website that will include Swiss inspired recipes, and a refreshed pack design. 


Jun 14, 2021
Client :
Agency :
Head of Brand :
Helena Blincow
BBH Creative Team :
Luke Till
BBH Creative Team :
Lawrence Bushell
BBH Creative Director :
Felipe Guimaraes
BBH Chief Creative Officer :
Stephen de Wolf
BBH Strategist :
Robert Meiklejohn
BBH Business Lead :
James Rice
BBH Producer :
Zaf Choudhury
Production Company :
Director :
Martin Jalfen
Executive Producer :
Kate Elson
Producer :
Dom Wilcox
Pau Castejón Úbeda
Post Production :
Mathematic and Envy
Editor/Editing House :
Lucas Nolla
Sound :
Munzie Thind
Sound :
Grand Central Recording Studios
VFX Producer :
Guillaume Audibet
Line Producer :
Caroline Lasselin
CGI Supervisor :
Jimmy Laplaige
VFX on set :
Denis Reva
Flame Artist :
Hugo Aymerich
Media Agency :

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