Odlo Sets the Tone

Odlo sportswear aims to represent an emotional sports experience. Publicis provides the
A public relations campaign for this. «There’s no such thing as bad weather, there’s
»It's just the wrong clothes!" goes a hiker's saying. Or
Does this wisdom perhaps come from cross-country skiers or joggers?
Apparently, she has his for the entire outdoor sports community
Validity. And in Switzerland, it is not only relatively high
not only a growing group, but also one that is well-informed and well-paid.
The Swiss sportswear company was able to take advantage of this situation
With its Norwegian roots, Odlo benefits. Since its Swiss
Market Entry – Following the Invention of Fully Synthetic Sports Underwear
In the early 1970s—the revenue of the company, founded in 1946,
The brand's reputation as a product innovator has grown steadily. And it has always done so with a—
up to double-digit growth rates.

The domestic market remains important
In 2004, the Group's revenue (together with the division
(Outerwear) surpassed the 100-million-franc mark for the first time. Although Odlo
Although it is sold in 22 countries, the Swiss domestic market has a major
"Significance," explains PR Director Claudia Merkel. On the one hand, there is the
Awareness rate of 43 percent compared to other markets
much higher; on the other hand, Odlo is a leader in the areas of functional underwear,
Nordic walking and cross-country skiing apparel, each accounting for over 40 percent
Market share of the clear market leader.
Since Odlo entered the market, communication has primarily focused on the
Consumer acceptance and awareness regarding
Since the introduction of the new cotton alternative, people have been switching to it
Logos 2003: Focus on Image Building. After all, several
Competitors have gained a foothold in the market, and Odlo is facing them primarily in the
He actively joined the sponsorship and events division. A look at the news site
on the Internet is enough to ensure direct, customer-retaining coverage
illustrate: from instructions on proper Nordic walking to
Collaborative marketing for healthy eating with Bio-Familia, ranging from
Cross-country skiing fun with SonntagsBlick and the top athlete, and
Fashion designer Björn Daehlie has a whole range of options available.
The reference to the first major international image campaign,
which led to Publicis being commissioned, is not missing. The large
a public relations campaign launched in Germany, France, and Switzerland
is launching just in time for the holiday shopping season, when sales are expected to reach
is entering the home stretch toward the year's peak. The creative team led by
The campaign created by Publicis Creative Director Philipp Skarbal includes, among other things,
In addition to POS promotions, advertisements, and posters, there will also be a TV commercial for the first time.
The film, produced by Markenfilm Schweiz and directed by the Icelandic
The black-and-white commercial directed by filmmaker Lalli Jonsson dramatizes
a sophisticated take on the wisdom mentioned at the beginning. You see a
A jogger who, undeterred by the cold, wet winter weather, set out on a
Run prepared. The perspective shifts the moment he starts to
begins, revealing the protagonist's subjective perspective:
The bleak atmosphere seems to have vanished; the jogger runs into
a perfect sense of well-being thanks to the harmonious scenery created by 
is reflected in classical music. The film ends with a fade-in
a handwritten line that also appears in the print and
Poster design that conveys the same message – Emotional
Temperature: 20 degrees Odlo – and the product note «With the
»functional sports underwear from Odlo." As a unifying element and
As a visual highlight, the brand logo appears in a striking and memorable way in place of
the degree symbol for temperature.   

Luca Aloisi