Pas Mal stages successful winter campaign for Ovomaltine
Ovomaltine is celebrating a successful winter campaign with over 29.5 million impressions. The Zurich-based agency Pas Mal teamed up with professional skier Andri Ragettli, actor Ramin Yousofzai, and content creator Lana Bante to produce action-packed and humorous content.
Ovomaltine’s winter campaign has once again caused a stir this season. Featuring prominent figures such as freeski star Andri Ragettli, entertainer Ramin Yousofzai, and Geneva-based content creator Lana Bante, the iconic Swiss brand produced a variety of content for social media. The campaign generated around 1.3 million views and over 29.5 million impressions, delighting a broad community of sports, comedy, and Ovomaltine fans.
Spectacular Canoe Stunt as the Campaign's Highlight
At the heart of the campaign was an extraordinary stunt by Andri Ragettli. On a Swiss mountain lake, the world champion took on a challenge of a special kind: in a canoe, he performed a 360-degree spin without spilling his Ovo&Coffee. «The canoe stunt was a demanding challenge that required a lot of discipline and training. Ovo&Coffee provided the energy I needed to successfully pull off this daring idea,» explains Ragettli.
Another video featuring Ragettli and Ramin Yousofzai achieved an average engagement rate of more than 15 percent across all platforms. In the humorous clip, Andri takes the dozing Ramin out onto the ski slope—over kickers, rails, and even up the T-bar lift. It’s not until the Ovo&Coffee is opened that the sleepyhead wakes up.
Interactive gondola quiz and authentic moments from everyday life
Ramin Yousofzai also appeared in a second promotional campaign focused on general knowledge about Switzerland. For one day, dressed in a striking orange outfit, he rode up and down a busy gondola, asking passengers eight questions about Switzerland and general knowledge. Those who answered correctly won an Ovo package and a day pass to the ski resort.
Geneva-based content creator Lana Bante made her debut on the Ovo channel. In the first video, she plays the role of a beginner skier who, thanks to an Ovo High Protein Drink, manages to conquer even the blue run. In the second video, she and a friend are loading up the car for a ski weekend, and her friend keeps coming up with more and more things that absolutely have to come along—a moment that’s sure to resonate with viewers.
Campaign Strengthens Brand Position in Winter Sports
Christof Stulz, Marketing Manager at Ovomaltine, is pleased: «We’re delighted that we’ve once again managed to run a successful campaign this season, building on last year’s successes. It shows that Ovomaltine is firmly established in the minds of the Swiss when it comes to winter sports—as a delicious source of energy for any endeavor.»
The entire campaign was conceived and executed by Pas Mal in close collaboration with Ovomaltine and the creators. A behind-the-scenes look at the canoe stunt, along with two visually appealing assets, rounded out the campaign.
The content was played out on Instagram, TikTok, Facebook and YouTube and entertained an engaged community during the cold months. The campaign assets are available on the Ovomaltine's Instagram channel to find.
Responsible at Wander: Caroline Benz (Brand Manager), Sarah Stoller (Digital Manager), Christof Stulz (Marketing Manager); In charge at Pas Mal: Jonas Bayona (Creative Director), Valérie Gantenbein (Account Director), Noah Nüssli (Social Video Producer), Julia Suter (Project Manager); Person in charge at Sir Mary: Katharina Günther (Planning & Consulting), Fahreta Murtovi (Planning), Marion Nicolaus (AdOperations), Stefan Speck (AdOperations).
