In the summer semester of 2025, students in the Bachelor’s program in Marketing & Sales developed targeted marketing solutions for Fewa and Silan.
In a business fiel project, part-time students in the sixth semester of the Bachelor’s program in Marketing & Sales at FHWien der WKW developed high-impact marketing concepts for Henkel’s traditional brands Fewa and Silan. The aim was to sharpen brand perception, increase usage, and specifically target new audiences.
With reimagined below-the-line campaigns for brand loyalty
For Fewa, students were tasked with encouraging the target group to make regular repeat purchases despite high brand awareness. Three agency teams designed compelling and emotionally appealing below-the-line campaigns to clearly differentiate Fewa from its competitors.
At the same time, the focus for Silan was on developing a below-the-line launch concept for the new “Silan Selection” variant, specifically targeting women between the ages of 25 and 49. With a fictitious budget of €100,000, three other agency teams designed eye-catching campaigns that sensibly combined all relevant touchpoints such as influencer marketing, POS promotions, sampling, and social media measures.
Pitch to Henkel Brand Management
At the final presentation at the end of May, the student teams presented their strategies and proposed measures to the Henkel brand management team:
Theresa Florian, Group Brand Manager, LHC, Henkel Austria, Lara-Sophie Götza, Brand Manager Persil & Fewa for Henkel CEE, and Julia Leitner, Brand Manager at Henkel emphasized:
“The collaboration with FHWien der WKW was extremely enriching for us. The teams not only understood the challenges facing our brands, but also solved them with a great deal of creativity and strategic thinking. It was clear to see how passionate and motivated the students were about the projects. The quality of the results was impressive: the concepts show how young talents with fresh approaches can make our brands fit for the future – a real win-win for both sides!”
Throughout the process, from briefing to pitch, the students were coached by Marina Prem, Academic Expert & Lecturer Sales & CRM, and Birgit Schaller from the Competence Center for Marketing at FHWien der WKW. The two business field project coaches were also impressed by the results:
“This business field project for the brand-name company Henkel was a highlight for everyone. The students in the sixth semester of the Bachelor’s program in Marketing & Sales demonstrated a real feel for the Fewa and Silan brands in all six groups. This was complemented by a large dose of creativity and clever, strategic thinking – including voluntary and insightful market research. The result was a series of truly excellent campaign concepts that also impressed the clients.”