Brinkertlück for Brack: the cat is on the loose during Black Week
Brack is featuring Blacky, a black cat who has already been making headlines in the run-up to this year's Black Week. The storytelling approach resulted from a collaboration between the online retailer and the lead agency, brinkertlück creatives.
Editorial
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November 20, 2025
"Of course, Black Week is primarily about the best offers. But we also wanted to use the promotional week to stand out as a likeable, humorous Swiss brand," says Roman Reichelt, Chief Marketing & Communications Officer at Brack.Alltron.
Furry burglar caught
The campaign kicked off on 18 November with two advertorials in 20 Minuten and Blick, which reported on a mysterious break-in at Brack's logistics center in Willisau, Lucerne. The employees multiplied this story via their social media channels and the online retailer's homepage featured a corresponding message that also addressed the incident. In fake surveillance videos, Brack showed a black cat roaming around the warehouses - and leaving a few scratch marks on the shelves. The coup was a success: hundreds of thousands of Swiss people read the articles and liked, commented and even shared the corresponding social media posts.
Burglary? False alarm!
Brack then took advantage of the attention this created from November 19, when Blacky the cat suddenly appeared as an Easter egg in the online store. Today, Thursday, November 20, the resolution follows in the form of a 15- and 20-second TV commercial that will be shown on high-reach channels throughout the week. It shows why Blacky looks so grumpy: she hates prices that are too high. "So she tore the deal prices down again - literally," says Reichelt with a grin. Instead of the usual industry staging with neon lights or electric guitars, Brack focuses on down-to-earthness and a wink.
The cat can also be seen clawing for the best deals in a Switzerland-wide commuter campaign with (D)OOH productions, with native content on TikTok, Instagram and LinkedIn, as well as on the boards in the football stadiums on the next two match days of the Brack Super League.
A week full of offers
"If you want to benefit now," explains the Brack CMCO, "you need to mark three dates in your calendar." Firstly, Monday, November 24, when over 600 deals go live at midnight. New deals will be added daily from Monday to Friday, including a particularly popular "8 o'clock deal" at 8 a.m. sharp. Secondly, Thursday, November 27, on which the bargain platform DayDeal, which belongs to Brack, will put a new deal live every hour for 24 hours. And thirdly, Black Friday itself, when the online retailer will once again post additional offers.
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