"Moving the market"
Packaging design Hermann Crux, Director Marketing, and Natalia Sanz, Marketing Manager at Kraft Foods, on their strategies.
Packaging design Hermann Crux, Director Marketing, and Natalia Sanz, Marketing Manager at Kraft Foods, on their strategies.WW Toblerone is the most famous packaging in Switzerland. Why a new design? Hermann Crux We try to reach consumers in a variety of ways. The standard Toblerone product will always remain the same and nothing will change in the near future. Nevertheless, we want to bring movement to the brand. With this competition, we are attracting a lot of attention on several occasions. First when the competition was announced, then for eight weeks around the voting and finally again in the fall with the publication of the limited edition with the three award-winning packaging. Our concept is 360-degree communication: as broad as possible in all media, but with a very focused message. You can communicate 360 degrees wonderfully with a brand positioned in this way. With a less broad brand and a less focused message, this could be dangerous.
How much interest is there in taking part in the "Design & Win?" competition?
Natalia Sanz The response has been very good. After one month, we have already received over a thousand design proposals for the Swiss chocolate icon. We receive ideas that are relatively close to the original, while others present the world of mountains and cows in an ethnic style. Retro motifs and pop art are also well represented. Of course, many children also take part.
What is the idea behind involving the public in the design?
Sanz The idea behind the competition is to further increase the appeal of the brand and to further activate the consumer's connection with the brand. Toblerone should not just be seen as an untouchable icon.
What is the agency's role in this competition?
Crux The competition is a joint process. The brief was to find a communication for this year that would achieve the objective of bringing the brand closer to the consumer again. To achieve this, we didn't want to launch a one-way communication, as happens when you run TV advertising. We were looking for something with greater consumer participation. But we also didn't want a competition with 50 cars to be won. Our idea was to deal very intelligently with the brand and address the points that are important to the Swiss population in connection with Toblerone. The concrete proposal for a design competition then came from Ogilvy, our in-house agency in the confectionery sector.
What are Kraft Foods' plans for Suchard?
Crux We have three big chocolatier names in Switzerland that are strongly associated with history. Lindt, Cailler and Suchard. Our aim is to turn the somewhat neglected Suchard brand back into a major brand. This is very much through the gift praline route.
In other words, genuine chocolatier art. That is why, in addition to the launch of the exclusive Suchard Sensations chocolate bar line with a high cocoa content, the placement of a very high-quality range of pralines and cherry sticks or Easter eggs is an important offensive to win over consumers for Suchard - the premium chocolatier - with convincing Swiss quality. To this end, we have designed a completely new product line.
What role does pricing policy play in positioning?
Sanz The important thing is that we are once again strongly represented in the supreme discipline of chocolate, gift chocolates. This market is very traditional. However, we want to position ourselves with a more modern image. Against the background of the
In view of consumers' increasing price sensitivity, price has also become a key selling point for premium products.
Interview: Andreas Panzeri
How much interest is there in taking part in the "Design & Win?" competition?
Natalia Sanz The response has been very good. After one month, we have already received over a thousand design proposals for the Swiss chocolate icon. We receive ideas that are relatively close to the original, while others present the world of mountains and cows in an ethnic style. Retro motifs and pop art are also well represented. Of course, many children also take part.
What is the idea behind involving the public in the design?
Sanz The idea behind the competition is to further increase the appeal of the brand and to further activate the consumer's connection with the brand. Toblerone should not just be seen as an untouchable icon.
What is the agency's role in this competition?
Crux The competition is a joint process. The brief was to find a communication for this year that would achieve the objective of bringing the brand closer to the consumer again. To achieve this, we didn't want to launch a one-way communication, as happens when you run TV advertising. We were looking for something with greater consumer participation. But we also didn't want a competition with 50 cars to be won. Our idea was to deal very intelligently with the brand and address the points that are important to the Swiss population in connection with Toblerone. The concrete proposal for a design competition then came from Ogilvy, our in-house agency in the confectionery sector.
What are Kraft Foods' plans for Suchard?
Crux We have three big chocolatier names in Switzerland that are strongly associated with history. Lindt, Cailler and Suchard. Our aim is to turn the somewhat neglected Suchard brand back into a major brand. This is very much through the gift praline route.
In other words, genuine chocolatier art. That is why, in addition to the launch of the exclusive Suchard Sensations chocolate bar line with a high cocoa content, the placement of a very high-quality range of pralines and cherry sticks or Easter eggs is an important offensive to win over consumers for Suchard - the premium chocolatier - with convincing Swiss quality. To this end, we have designed a completely new product line.
What role does pricing policy play in positioning?
Sanz The important thing is that we are once again strongly represented in the supreme discipline of chocolate, gift chocolates. This market is very traditional. However, we want to position ourselves with a more modern image. Against the background of the
In view of consumers' increasing price sensitivity, price has also become a key selling point for premium products.
Interview: Andreas Panzeri
