Klett: How schoolbooks become a love brand
Every four years, schools decide whether a textbook will find its way into the classroom or remain on the shelf. Since 2023, PIO supports Ernst Klett Verlag in marketing several textbook brands. At the heart of this effort is a communication strategy designed to convince two target groups at once: loyal fans of the established brands as well as young teachers who are just beginning to discover the textbooks.
Even dinosaurs and zebras need a rebranding from time to time
Textbook publishers face fierce competition for a highly contested target audience, as schools select new textbooks just once every four years on average. Those who fail to convince in the meantime have to wait a long time for the next chance. On top of that, teachers are often fans of certain textbooks, which is why even alternatives that are strong in terms of pedagogy and content have a hard time breaking through these preferences. Some of Klett’s textbook mascots, such as “Zebra” and “Niko,” already have a loyal fan base that goes back many years. To ensure they remain appealing to a new generation of teachers, they need an update without losing their current fans. At the same time, new textbooks entering the market should inspire enthusiasm right from the start.
A creative concept for teachers' favorites
PIO's solution to this communication challenge lies not in radical reinvention, but in targeted refinement: We’re giving the existing textbook characters “Zebra,” “Niko,” and “Bücherwurm” a modern look and feel. This preserves recognizability for loyal fans, while visually reflecting the new generation of textbooks and appealing specifically younger teachers. For the new product brand Klett Diagnostik, “Diagnostix” was created—not just as a new mascot, but as an entirely new key visual. In total, PIO developed unique communication concepts for each of Klett’s five product brands, including a creative concept and claim.
At the concept's heart is a clear promise: effective, personalized teaching lessons and tangible relief for teachers. Klett doesn’t just act as the publisher behind the textbooks; it clearly positions itself as a partner and supporter in everyday school life.
From sketchbook to classroom
The communication concept led to a comprehensive set of brand assets: from brand playbooks and visuals to design templates for digital and print applications. Additionally, materials such as social media templates, flyers, and landing pages were developed. For some of the product brands, PIO also provided video content, illustrations, and craft templates. Another highlight was a dedicated school photo shooting.
Since then, PIO provides Klett with ongoing advice on suitable marketing measures and supports the publisher in bringing its textbooks into classrooms, not only among new target groups but also in further markets and regions. This ensures that not only Zebra, Niko, and friends remain classroom favorites, but that Klett itself stays the love brand it already is.
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