Concentrated washing power
Washing powder Exxtra Kommunikation advertises Total Duo Power Liquid.
Washing powder Exxtra Kommunikation advertises Total Duo Power Liquid. Every year a product innovation is part of Migros' program in the detergent sector. This year, the powder or liquid is not just fresh, but a world first: Total Duo Liquid Power with the "2 in 1 Bleach Formula". The liquid laundry detergent works in combination with a gentle bleaching agent to combat stubborn stains. The patented premiere: the liquids in the unique double-chamber bottle only combine at the moment of dosing and thus develop their unique power for residue-free and fiber-deep washing power. "Reliable and popular "The universal detergent Total from Migros has always stood for uncomplicated and strong washing power. "Total is a reliable and extremely popular helper in Swiss laundry rooms," says the wholesaler. In keeping with its uncomplicated use, the advertising has so far been designed without a lot of frills.
For example, the easy-to-understand symbol of a snow star was used to visualize that Total also works at low temperatures. In last year's campaign, the effect of active oxygen was demonstrated with air spheres. Graphically, the Exxtra agency has now retained these symbols for active elements that stream out of the bottle. The new addition is a muscular man's arm. However, the intention was not to "encourage more men to wash", as consultants Désirée Strassmann and Kathrin Steiger reveal with a grin. The well-trained biceps are of course intended to symbolize washing power, as CD Dieter Hofmann explains.
This arm is formed from the two liquid active ingredients in blue and white, which fuse together after emerging from the bottle. Technically, Exxtra had an arm formed from gel in a complex production process, which was then further processed on the computer. Because the new formula requires explanation, the headline was supplemented with a subline.
Advertisements, posters and two publicity reports in Migros Magazin will be used. For the first time in its history, this customer magazine will also feature a commercial binder with Total. Until now, Migros Magazin has only allowed such a cover for the announcement of its new publication day on Monday. Over 10,000 people have already taken part in the coupon competition on this cover. Further measures include sampling and an appearance at the POP.
Andreas Panzeri
For example, the easy-to-understand symbol of a snow star was used to visualize that Total also works at low temperatures. In last year's campaign, the effect of active oxygen was demonstrated with air spheres. Graphically, the Exxtra agency has now retained these symbols for active elements that stream out of the bottle. The new addition is a muscular man's arm. However, the intention was not to "encourage more men to wash", as consultants Désirée Strassmann and Kathrin Steiger reveal with a grin. The well-trained biceps are of course intended to symbolize washing power, as CD Dieter Hofmann explains.
This arm is formed from the two liquid active ingredients in blue and white, which fuse together after emerging from the bottle. Technically, Exxtra had an arm formed from gel in a complex production process, which was then further processed on the computer. Because the new formula requires explanation, the headline was supplemented with a subline.
Advertisements, posters and two publicity reports in Migros Magazin will be used. For the first time in its history, this customer magazine will also feature a commercial binder with Total. Until now, Migros Magazin has only allowed such a cover for the announcement of its new publication day on Monday. Over 10,000 people have already taken part in the coupon competition on this cover. Further measures include sampling and an appearance at the POP.
Andreas Panzeri
