WHY BOY AND ZEBRA?
Jan Wedel, one of the three founding fathers of the E.Wedel brand, was a very innovative person. Both when it comes to product novelties and marketing activities. It was Jan Wedel who had the image of a boy on a zebra created.
The first image of a Boy on a Zebra; ordered by Jan Wedel, was created by Leonetto Cappiello in 1926.
The original poster presents a zebra: a reference to Ghana, from where cocoa for E.Wedel’s chocolate production is obtained, along with a boy who has 3 bars of chocolate on his back: milk, lightly dark, and a dark one, symbolising diversity of the portfolio.
In 2020 we used storytelling and placed our Brand Heroes on the packaging.