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.