Aproz proves taste
Mineral Water I Exxtra is promoting Aproz’s newly flavored mineral water with a print ad campaign that builds on last year’s campaign featuring portraits.
Mineral Water I Exxtra promotes Aproz's newly flavored mineral water with a print offensive that builds on last year's campaign with portraits. Exxtra Kommunikation staged last year's Aproz campaign with natural and credible-looking people of various ages posing against the imposing backdrop of the Valais mountains. The refreshing style also gave Migros' strategic own brand a fresh makeover, emotionally enriching the mineral water "without losing sight of the values of family, naturalness, originality and health," as CD Dieter Hofmann explains the brief. To publicize Aproz Plus, the advertising agency Exxtra Kommunikation is now visibly picking up on the values of this first campaign - with new protagonists in front of new views of the Alps and their sources of life.
The fruits of the three flavors in the new product line are also consistently brought into the mountains and integrated into the subjects as "splashes of color. The fruits "all thrive in Valais, mind you," says consultant Jochen Hennecke, pointing out an important detail.
As with the first season, the images were designed more in the style of real portraits than advertising shots by Swiss photographer Stefan Schacher and edited by Süsstrunk & Jericke. The intention was "a cool freshness". This should emphasize what the new beverage is ultimately about: the mineral water Aproz, the primeval rock from the Valais Alps.
With its particularly high mineral content and reasonable prices, Aproz from Migros has been holding its own at the top of the Swiss mineral water market for years and is regarded as the refreshing, tasty and healthy mineral water from the Valais Alps. For the well-being of the whole family. That is why it is the most drunk and most popular mineral water in Switzerland.
With Aproz Plus, health-conscious people as well as those who previously tended to consume less mineral water can now find an interesting, great-tasting alternative in three flavors. In addition, for younger members of the family, the new Aproz Plus product line with 4 percent fruit content made from 100 percent natural apples, pears or apricots is a welcome change for overly sugary sweet drinks.
Andreas Panzeri
The fruits of the three flavors in the new product line are also consistently brought into the mountains and integrated into the subjects as "splashes of color. The fruits "all thrive in Valais, mind you," says consultant Jochen Hennecke, pointing out an important detail.
As with the first season, the images were designed more in the style of real portraits than advertising shots by Swiss photographer Stefan Schacher and edited by Süsstrunk & Jericke. The intention was "a cool freshness". This should emphasize what the new beverage is ultimately about: the mineral water Aproz, the primeval rock from the Valais Alps.
With its particularly high mineral content and reasonable prices, Aproz from Migros has been holding its own at the top of the Swiss mineral water market for years and is regarded as the refreshing, tasty and healthy mineral water from the Valais Alps. For the well-being of the whole family. That is why it is the most drunk and most popular mineral water in Switzerland.
With Aproz Plus, health-conscious people as well as those who previously tended to consume less mineral water can now find an interesting, great-tasting alternative in three flavors. In addition, for younger members of the family, the new Aproz Plus product line with 4 percent fruit content made from 100 percent natural apples, pears or apricots is a welcome change for overly sugary sweet drinks.
Andreas Panzeri
