Customers like Cailler in its old guise

 Cailler chocolate has been sold in its old packaging for five months now, after a previous relaunch in packaging designed by star architect Jean Nouvel flopped with consumers (see ). The return to the new-old look seems to be paying off: "We are seeing a clearly positive trend," Coop spokesman Karl Weisskopf told Cash Daily. However, he did not give any figures. Christoph Kaufmann, CEO of the media agency OMD in Zollikon, estimates that Nestlé has spent around five million francs on advertising in the last twelve months. Two million bars of Cailler chocolate were distributed throughout the country and emotional advertising spots were placed to bring the retro chocolate to the people. Nestlé therefore had to dig deep into its wallet to make the chocolate popular again in its old packaging. And this after the launch of the chocolate in the Nouvel design had already cost around CHF 10 million in advertising money.