Anyone buying a car in Germany has many manufacturers in their awareness set. But not Citroën, for which brand awareness has been at a low point lately. For Citroën’s 100th birthday, the brand wanted to remind Germans of its existence. But it was time to change something — so we did!  

The most important element of a brand is its name. Yet, in the case of Citroën, we observed that Germans rarely pronounce Citroën correctly. We used this cultural behavior and interpreted the claim “Inspired by you” as literally “Inspired by Germans.” Citroën became Zitrön, as Germans pronounce the brand name anyway. Knowing full well that such a rebranding of an established, international brand seems unthinkable, we officially presented the rebranding at a real dealer conference. The entire website and all social channels were rebranded at the same time and the press was officially informed. The rebranding was even visible at the point of sale and was promoted with an agile and cross-channel campaign.