Geyst stages Valais as a lifestyle brand
With the tagline «Drink quietly. Live loudly,» Valais is positioning itself as a young, self-assured water brand. In its current image campaign, Geyst is relying on emotional imagery and a multisensory communication concept.
Geyst has created a new image campaign for the Valais mineral water brand that deliberately dispenses with classic narrative patterns. Under the claim "Drink still. Live loud.", the still water is to be presented as a lifestyle product with attitude - Swiss, young and self-confident.
The campaign approach follows the principle of "vibevertising": instead of a linear story, emotional moods are created. The focus is on visual stimuli, music and fragmented scenes. "We are not telling a story, but conveying an attitude to life," explains Olivia Hug, Art Director at Geyst.
For the production of the 360-degree campaign, Geyst worked with the production companies Marty-Trezzini and Tyma. The TV commercial was realized by the directing duo Synkron. The imagery for the accompanying OOH campaign was created by photographer Cyrill Matter, while Emil Maeder and Pauline Schmid developed the social media content.
The campaign aims to reposition Valais in the market and differentiate itself in a competitive segment. "The decisive factor is how we turn water into a lifestyle experience," explains David Wallmer, Brand Manager at Aproz Sources Minérales, which is part of the Fresh Food & Beverage Group of Migros Industry. The new image is intended to give Valais greater visibility and establish it as a self-confident brand with emotional depth.
Responsible at Fresh Food & Beverage Group, Migros IndustryDavid Wallmer (Senior Brand Manager), Alexandra Scheibler (Brand Manager), Aline Hutmacher (Trainee). Responsible at Geyst: Olivia Hug (Senior Art Director), Marina Hafner (Consultant), Reto Odermatt (Co-CEO, Head of Creation), Séverine Reich (Head of Realization), Marcel Capeder (Motion Designer), Laura Gyr (UX/UI Designer). Responsible at Marty-Trezzini & Tyma: Yannis Petrone & Tim Holder (SYNKRON, director and camera duo), Gianluca Trezzini (Executive Producer), Yves Marty (Line Producer), Kevin Prinz (Lead Cast), Pauline Schmid (Social Content Producer), Cyrill Matter (Photographer), Emil Maeder (Social Content), Nils Gabelgaard (1. AC), Jan Schär (2. AC), Elia Quadri (Gaffer), Constantin Popp (Lighting), Vivienne Rohr (Hair & Makeup), Arianna Pianca (Styling), Superposition (Motion Control), Gianni Battaglia (Props Master), Hans-Martin Bürki (Butterfly Expert), Elia Zobrist (Runner), Bardo Eicher (Sound Design), Pablo Nouvelle (Music Composition), Matic Prusnik (Grading), Cloudscape (VFX).
