Fairy tale sweet moments of seduction
Chocolate: For Chocolat Frey, Exxtra traveled to the Giant Mountains, where the unicorn still lives.
Frey takes you into a mystical world. The destination lies in the
independent positioning of the brand in the premium segment. The
A fairytale story is built around the brand logo. The
The unicorn is the heraldic animal of the Frey family, who founded the
Migros chocolate factory was founded in 1887.
Two years ago, the unicorn became the dominant element in the new
Chocolat Frey's corporate design. With such a
symbol, you want to differentiate yourself from the competition. Here are
all the other clichés in the style of "The Art of the
chocolate-making" for advertising.
CD Dieter Hofmann at Exxtra comments: "The masterful production
of chocolate is obvious, but says nothing about the
Profiles about the brand, because that's what everyone does these days."
Positive development since 2003
With Chocolat Frey, Migros is the market leader in a highly competitive
market, which generates annual sales of over 700 million francs. The
There is still potential to expand the position, particularly in the
premium segment, a field that is characterized by well-known
traditional brands such as Lindt & Sprüngli and Cailler.
Frey is the market leader in the entire sector - but when it comes to chocolates
only in 4th place.
The traditional, with which the world of chocolate is predominantly
is not so easily associated with the dynamic Migros brand.
combine. That's why Chocolat Frey is now to talk about the seductive
world of a magical fairytale character can be made "giftable". For
Fairytale moments: encounter with a unicorn.
The first TV commercial from 2003 with the elegant lady and the unicorn on
der Allonge laid the foundation for this clear differentiation
compared to the competition. Since then, this has also manifested itself in the
latest data from the "BrandAsset Valuator 2005" brand study. Here
Chocolat Frey both in terms of brand vitality and brand stature
a positive development. The new commercial is intended to strengthen the brand image
and the world of the unicorn, as a symbol for the
Seduction, maximum pleasure and purity, consistently further developed
be
Filming location Giant Mountains
The new, lavishly produced commercial for Chocolat Frey transports you to
an enchanted forest. The spectacular backdrop for this was on
Giant Mountains near the Polish border. Filming was done in the style of
Ridley Scott planted and used a lot of flora and fauna. One
young woman in a white chiffon dress steps down from a
idyllic clearing into a mysterious forest. There she encounters
a unicorn shyly disappearing between the trees. Fascinated
she searches for the mythical creature and gets deeper and deeper into the forest,
which suddenly seems threatening. Until the unicorn suddenly appears on a
clearing stands before her. The young woman feels magically attracted and
wants to touch it. But when she touches it, she stands alone on the
clearing. What remains is a chocolate in her hand, with the
Chocolat Frey unicorn logo on it. "Chocolat Frey. For fabulous
Moments" follows as a binder.
The film is designed as an image spot. A presentation of the products
is still to follow. The spot will be shown on TV in a 90-second version.
supplemented by a shorter version of 46 and a reminder
of 15 seconds.
Only the long version is shown in cinemas. "It takes a certain length to
to be able to capture this magical world and let it take effect," says
Exxtra. The commercial was produced by Made Srl/Milan under the direction of
by Alberto Colombo. The music is by Jingle Jungle. The
The campaign was launched on October 17.
Andreas Panzeri
