A moment of happiness at every stop
Confectionery Following the launch of Sweet and Sour Fizz, Halter Bonbons intends to refocus its efforts on its brand and its stagnating brand awareness.
Confectionery Following the market launch of Sweet and Sour Fizz, Halter Bonbons wants to take care of its brand and its stagnating popularity again. The Swiss are a sweet people. Since the general economic downturn, the growing sweet tooth has been setting new records every year - be it in the already high consumption of chocolate or sales of chocolates or sweets. According to ACNielsen, Zeltli sales climbed again last year by over two percent to a good 120 million francs. Sweets with sugar are almost as popular as those with sweeteners. Halter is growing abroadManaging Director Marc Heim is reserved about the popularity of the traditional Halter Bonbons brand - which celebrates its 100th anniversary in 2007: "The brand was not quite able to maintain its high level of recognition due to the advertising break in recent months." However, the image of very high quality "Made in Switzerland" remains unbroken. And this now seems to be marketed better abroad than in the country of origin. The company from Beinwil am See generates half of its turnover from exports. While its share of the domestic market is declining, Halter has been able to continue its growth abroad. Despite tougher competition from another large family business from Laufen near Basel, which is successfully occupying the herbal sector, Halter continues to maintain its image of high quality and fruity-sweet sweets in the Swiss market.
The brand is also intended to stand for "my feeling of happiness for every day" or, in new German, "uplifting moments". However, the old commercials with Marco Rima, in which the comedian with his shirt-sleeved Swiss humor played various roles, were out of the question for this new positioning. In addition, the media mix had to be changed after years of addressing consumers directly, in which the innovations were publicized with sample bags. "This year, we are once again focusing more on traditional communication - TV and radio - to increase awareness of the Halter Bonbons brand," explains Heim. He wants more consumers to once again enjoy "this supreme pleasure without remorse", because it is sugar-free and made with natural ingredients, and to feel joy and satisfaction in the process.
Refreshing the brandThe brand, according to Heim's brief to the new in-house agency Blue Spirit, was to be updated and refreshed without overdoing the intended modernization. The team led by Blue Spirit Managing Partner Gerry Flückiger and CD Ulysses Müller developed a basic idea that implements the "uplifting moments" with stop-and-go sequences. The TV commercial shows a driver who is willing to take any opportunity, no matter how impossible, to stop and treat himself to a holder candy and thus a moment of happiness.
In the same conceptual style, the radio spot is constantly interrupted by short pauses. Here, too, the punchline is the slogan: "Stop for Halter sweets." Gerry Flückiger is convinced that this basic idea with an open outcome can also be played with in future implementations. However, it remains to be seen whether a new commercial will be produced next year. What is certain for Halter-Bonbons CEO Marc Heim is that more will be invested in the long-term goals in future.
Blue Spirit - the nutcrackerThe owner-managed agency Blue Spirit in Schlieren has been around since 1999. 25 employees currently look after 20 national and international companies such as Orange, BAT, Johnson & Johnson and Triumph. Partner Gerry Flückiger likes to symbolize the agency as a nutcracker - with the two levers of the advertising and trade marketing unit. This trade-oriented area ensures that the measures not only work, but also sell. This is why the client is supported at all stages and processes, from the manufacturer to the retailer, with measures such as marketing information, communication strategy through to strategic POS programs and sell-in/sell-out concepts. (la)
The driver never misses a stop to get more of his candy holder.
Luca Aloisi
The brand is also intended to stand for "my feeling of happiness for every day" or, in new German, "uplifting moments". However, the old commercials with Marco Rima, in which the comedian with his shirt-sleeved Swiss humor played various roles, were out of the question for this new positioning. In addition, the media mix had to be changed after years of addressing consumers directly, in which the innovations were publicized with sample bags. "This year, we are once again focusing more on traditional communication - TV and radio - to increase awareness of the Halter Bonbons brand," explains Heim. He wants more consumers to once again enjoy "this supreme pleasure without remorse", because it is sugar-free and made with natural ingredients, and to feel joy and satisfaction in the process.
Refreshing the brandThe brand, according to Heim's brief to the new in-house agency Blue Spirit, was to be updated and refreshed without overdoing the intended modernization. The team led by Blue Spirit Managing Partner Gerry Flückiger and CD Ulysses Müller developed a basic idea that implements the "uplifting moments" with stop-and-go sequences. The TV commercial shows a driver who is willing to take any opportunity, no matter how impossible, to stop and treat himself to a holder candy and thus a moment of happiness.
In the same conceptual style, the radio spot is constantly interrupted by short pauses. Here, too, the punchline is the slogan: "Stop for Halter sweets." Gerry Flückiger is convinced that this basic idea with an open outcome can also be played with in future implementations. However, it remains to be seen whether a new commercial will be produced next year. What is certain for Halter-Bonbons CEO Marc Heim is that more will be invested in the long-term goals in future.
Blue Spirit - the nutcrackerThe owner-managed agency Blue Spirit in Schlieren has been around since 1999. 25 employees currently look after 20 national and international companies such as Orange, BAT, Johnson & Johnson and Triumph. Partner Gerry Flückiger likes to symbolize the agency as a nutcracker - with the two levers of the advertising and trade marketing unit. This trade-oriented area ensures that the measures not only work, but also sell. This is why the client is supported at all stages and processes, from the manufacturer to the retailer, with measures such as marketing information, communication strategy through to strategic POS programs and sell-in/sell-out concepts. (la)
The driver never misses a stop to get more of his candy holder.
Luca Aloisi
