Publicis realizes "strenuous" campaign for Calanda Radler
It can be pretty exhausting in the summer heat. Publicis's latest campaign shows that Calanda Radler is the perfect refreshment after any physical exertion.
In its current campaign, the brewery is once again relying on the two Graubünden natives Sascha and Fabrizio. And this time, too, everything revolves around the theme of refreshment.
In the four films, the two protagonists painstakingly get themselves a place in the overcrowded swimming pool, cast their fishing rods, prepare their camp or hang up their hammock. And afterwards - visibly strained - they enjoy their well-deserved refreshment, the Calanda Radler. The product is now also available completely without alcohol in 33cl cans and in the new grapefruit flavor.
Creating cross-media and situational relevance
The refreshing message of Calanda Radler is carried on numerous measures in the display, social and POS areas and is thus intended to create situational relevance for the target group. "You know them all too well, those days when just everything is exhausting. On which, even after a short walk by the lake, you're already craving refreshment. With the campaign, we want to pick up on as many such moments as possible and place our Calanda Radler products in them," says Andrys Aardema, Marketing Director at Heineken Switzerland.
Matthias Koller, CEO of Publicis Zurich, is particularly pleased that Calanda has relied on the two Grisons testimonials for over seven years: "It's not every day that a brand shows such consistency over such a long period of time. And across such a wide range of topics: the football sponsorship in 2015, the launch of Calanda Glatsch in 2018, the follow-up campaigns in 2019 and 2020, the current relaunch for Calanda Radler - all these campaigns show that we have built a long-term and consistent brand with and for Calanda."
The campaign launched Monday and will be seen in two waves throughout the summer.
Responsible at Heineken Switzerland: Andrys Aardema (Marketing Director), Philipp Häseli (Group Brand Manager), Sarina Hasler (Brand Manager Calanda). Responsible at Publicis Zurich: David Lübke (Creative Direction), Sandy Pfuhl (Senior Art Director), Desirée Stocker (Copywriter), Lara Schoettel (Senior Account Director), Matthias Koller (CEO). Team Prodigious Zurich: Art buying, pre-press, litho, image editing, motion, programming, realization and production consulting. Film production: Chocolate Films, Gregor Brändli (Director), Lukas Wälli (Cinematographer), Michela Trümpi (Executive Producer).
