Smart communicated smoothies
Drinks Not enough for gold. Nevertheless, Traktor is already ploughing up the premium fruit juice market.
Drinks Not enough for gold. Nevertheless, Traktor is already ploughing up the premium fruit juice market.
"Harvest good - all good": it's not just the claim of the young drinks brand that is appealing. The logo on the refrigerated shelves of tractor dealers also stands out positively: a stylized tractor with a trailer on which, depending on the smoothie variety, an oversized apple - for the fruit harvests -, a rubber duck, a scarecrow or a snowman for the seasonal mixes or the milk jug for the yoghurt drink ride along.
The fruity organic mix in the pet bottles is also reflected in every little detail of the witty communication, which is both ironically playful and seriously honest. And, so Swiss
as down-to-earth as the brand name, all four national languages are taken into account.
Due to its exclusive niche positioning and tight financial constraints, the small company with four employees has limited itself to "below the line" measures and a push-heavy strategy. In addition, since entering the market in August 2003, the founding duo Michael Wehrli and Philippe Schenkel have focused primarily on product development.
liter containers to family households -, market analyses, tastings as the most important communication measure and the development of the distribution network.
Nevertheless: in terms of originality, the Traktor communication presentation, for which the Magirus-Deutz consortium is responsible, leaves the field
of the other Trophy winners. Integrated, independent and entertaining, it can be found in all channels, from the refreshingly unconventional thoughts about early French, P. Diddy or Easter bells on the labels to the entertaining company history on the website, which begins with the Franconian king Pipin the Short. The company's approach to consumers has a high profile. It is varied and comes across as extremely close and personal. This customized communication strategy makes sense for the price segment and the pleasure-oriented target group because it develops a community character.
But why the weird name tractor? "Because it has such a fruity sound," say environmental scientists Wehrli and Schenkel with a grin. They have every reason to laugh. According to their business plan, their joint-stock company, which they founded with private investments and a bank loan, should break even this year.
Above all, the tastings and exchanges with dealers and consumers have helped to explain the price difference and build customer loyalty. Within a year and a half, they have built up a dealer network with 150 sales outlets and now offer a tractor subscription for offices.
During the same period, "tractor production" also stepped on the gas.
and has risen from the original 4500 bottles per month to almost 30,000.
Nothing but fruit insideSmoothies are no ordinary, thirst-quenching fruit juices. Due to the high proportion of fruit pulp, they are more like a thick, nutritious snack. Fruit purees and juices in the Traktor range change according to the season and are made from freshly harvested, organically grown ingredients. Thanks to gentle pasteurization, the drink retains an intense aroma and can be enjoyed at a cool temperature.
Can be stored for two weeks. Apart from honey or spices, additives are taboo in Traktor fruit harvests. (la)
The two tractor founders reap a fruitful harvest.
Luca Aloisi
"Harvest good - all good": it's not just the claim of the young drinks brand that is appealing. The logo on the refrigerated shelves of tractor dealers also stands out positively: a stylized tractor with a trailer on which, depending on the smoothie variety, an oversized apple - for the fruit harvests -, a rubber duck, a scarecrow or a snowman for the seasonal mixes or the milk jug for the yoghurt drink ride along.
The fruity organic mix in the pet bottles is also reflected in every little detail of the witty communication, which is both ironically playful and seriously honest. And, so Swiss
as down-to-earth as the brand name, all four national languages are taken into account.
Due to its exclusive niche positioning and tight financial constraints, the small company with four employees has limited itself to "below the line" measures and a push-heavy strategy. In addition, since entering the market in August 2003, the founding duo Michael Wehrli and Philippe Schenkel have focused primarily on product development.
liter containers to family households -, market analyses, tastings as the most important communication measure and the development of the distribution network.
Nevertheless: in terms of originality, the Traktor communication presentation, for which the Magirus-Deutz consortium is responsible, leaves the field
of the other Trophy winners. Integrated, independent and entertaining, it can be found in all channels, from the refreshingly unconventional thoughts about early French, P. Diddy or Easter bells on the labels to the entertaining company history on the website, which begins with the Franconian king Pipin the Short. The company's approach to consumers has a high profile. It is varied and comes across as extremely close and personal. This customized communication strategy makes sense for the price segment and the pleasure-oriented target group because it develops a community character.
But why the weird name tractor? "Because it has such a fruity sound," say environmental scientists Wehrli and Schenkel with a grin. They have every reason to laugh. According to their business plan, their joint-stock company, which they founded with private investments and a bank loan, should break even this year.
Above all, the tastings and exchanges with dealers and consumers have helped to explain the price difference and build customer loyalty. Within a year and a half, they have built up a dealer network with 150 sales outlets and now offer a tractor subscription for offices.
During the same period, "tractor production" also stepped on the gas.
and has risen from the original 4500 bottles per month to almost 30,000.
Nothing but fruit insideSmoothies are no ordinary, thirst-quenching fruit juices. Due to the high proportion of fruit pulp, they are more like a thick, nutritious snack. Fruit purees and juices in the Traktor range change according to the season and are made from freshly harvested, organically grown ingredients. Thanks to gentle pasteurization, the drink retains an intense aroma and can be enjoyed at a cool temperature.
Can be stored for two weeks. Apart from honey or spices, additives are taboo in Traktor fruit harvests. (la)
The two tractor founders reap a fruitful harvest.
Luca Aloisi
