Within the scope of an Abtei communication offensive, the task was to make the brand more accessible for a younger target group.

We created a book of presentation guidelines for students which translates the idea of the "red thread" one-to-one; the book's contents are stitched with a single red thread. In addition to the 10 tips for a successful presentation, the brand lends its own weight: Abtei Ginkgo Plus - a dietary supplement which strengthens memory and concentration.

The book was displayed at univerities during their exam periods. Shortly after the campaign was started, sales rose by about 48%.