"One M better": Migros has a new slogan
Jung von Matt/Limmat’s work on Migros« umbrella brand has already yielded two important results: With »Ein M besser,« Migros has a new slogan, and with »M-Classic,” a new product line alongside Budget and Séléction. The nationwide image campaign will begin in a few weeks, and M-Classic is expected to include around 600 items by the end of the year.
The days of "So or so" are over: In the future, the Migros brand will appear with the slogan "Ein M besser" ("One M better"). Developed by the agency Jung von Matt/Limmat, which won the budget for Migros' umbrella brand campaign at the beginning of the year, the slogan will be launched nationwide in a few weeks together with an image campaign. It builds specifically on the retailer's unmistakable emblem - the orange M - which, according to surveys, a record-breaking 92 percent of Swiss people know.
Apparently, Jung von Matt wants to build the entire umbrella brand campaign around the M as a crystallization point. In this way, it is supposed to stand for the maximum added value that Migros provides: in its products, as a company, and as part of Switzerland. According to Migros, the slogan thus summarizes the company's core values and value proposition in a striking way. However, the upcoming campaign will also be a source of amusement, and Migros will remain true to this.
Launch of a new brand: M-Classic
According to Migros, the new "M-Classic" brand will combine articles from the existing range that represent particularly good value for money. These will be articles for everyday use, which will be given a uniform, "modern and fresh" packaging design under the new brand. However, the content, name and price of the articles will remain the same. What the products have in common is that although they are in high demand, their brand is little, or in the case of bread, non-existent.
After M-Budget and Sélection, M-Classic is a third brand that unites products across the Migros range in one line. Oskar Sager, head of marketing at Migros, says that the new brand is intended to provide orientation and decision-making assistance. The line will be available in all Migros stores and other sales channels with Migros products (LeShop, Migrolino, etc.). The first products are to be delivered soon, followed by a further 300 items after Easter and around 600 items by the end of the year, according to Migros.
Apparently, Jung von Matt wants to build the entire umbrella brand campaign around the M as a crystallization point. In this way, it is supposed to stand for the maximum added value that Migros provides: in its products, as a company, and as part of Switzerland. According to Migros, the slogan thus summarizes the company's core values and value proposition in a striking way. However, the upcoming campaign will also be a source of amusement, and Migros will remain true to this.
Launch of a new brand: M-Classic
According to Migros, the new "M-Classic" brand will combine articles from the existing range that represent particularly good value for money. These will be articles for everyday use, which will be given a uniform, "modern and fresh" packaging design under the new brand. However, the content, name and price of the articles will remain the same. What the products have in common is that although they are in high demand, their brand is little, or in the case of bread, non-existent.
After M-Budget and Sélection, M-Classic is a third brand that unites products across the Migros range in one line. Oskar Sager, head of marketing at Migros, says that the new brand is intended to provide orientation and decision-making assistance. The line will be available in all Migros stores and other sales channels with Migros products (LeShop, Migrolino, etc.). The first products are to be delivered soon, followed by a further 300 items after Easter and around 600 items by the end of the year, according to Migros.
First examples of the new product line/brand M-Classic
