Dirk Hohnberg, Marketing Director at CFP Brands GmbH & Co. KG for Fisherman’s Friend, in conversation with Martin Wroblewski, Managing Director at Social Match.
Dirk Hohnberg is Marketing Director at CFP Brands GmbH & Co. KG for the cult brand Fisherman’s Friend and knows what makes the strong pastilles so popular. In the new Un:filtered issue, he tells Martin Wroblewski, Managing Director at Social Match, why a traditional brand should hold on to its DNA.
When asked why Fisherman’s Friend has been so successful for so many years, Dirk Hohnberg has a clear answer: The brand is authentic and yet it has no problem polarizing sometimes. Whether with Marteria, with festival visits or with crazy commercials – you won’t find anything old and classic at Fisherman’s Friend.
The brand targets different audiences in a variety of ways and manages its campaigns in such a way that they are heard by younger generations – and with success. Most recently, the limited edition “Cola” flavor was launched to meet a Gen Z wish. But one thing will not change at Fisherman’s Friend – the packaging design. While many brands use rebranding to reach new target groups, Dirk Hohnberg is certain that this is not always the solution. Rather, care should be taken not to dilute the DNA of a brand, but to underline it.
