A kingdom for a praline
Chocolate Nestlé Suisse has developed a new marketing strategy and brand architecture for Cailler.
Chocolate Nestlé Suisse has developed a new marketing strategy and brand architecture for Cailler Three clichéd Swiss characteristics can be found in the Fribourg municipality of Broc: The small town lies at the foot of the Alps, in the middle of the Gruyère region, and is home to the Cailler chocolate factory. Founded in 1819 by François-Louis Cailler, the brand is the oldest of the Swiss chocolate brands. Cailler has been the only Swiss chocolate factory to belong to the Nestlé Group since 1929. In addition to chocolate bars and Stängeli-Branches, the Cailler range also includes the Ambassador, Femina and Frigor products. These were previously positioned as independent brands and advertised accordingly. Nestlé Suisse has now
The Cailler brand as a whole has developed a new marketing strategy and brand architecture. In doing so, the company is aiming for a distinctive profile compared to the competition. As part of this realignment, Nestlé has adapted its communication strategy with the in-house agency JWT+Hostettler+Fabrikant. This also includes the new brand hierarchy: Cailler is now the umbrella brand for the other brands.
A broad public campaign is intended to implement the new architecture with the target audience. To this end, the team led by CD Remy Fabrikant traveled back in time and resurrected Monsieur Cailler, the father of the brand. In three TV commercials, the chocolatier is summoned to Vienna, Venice and London to spread inspiration, passion and reconciliation with his sweet creations. According to the JWT creatives, the world has Monsieur Cailler to thank for Beethoven composing his Ninth, Casanova learning to love again and the British royal family having an heir to the throne. The three films form the image pillar of the new communication strategy and serve to create a new brand world. In addition, the newly developed positioning "Cailler, Source de Bonheur depuis 1819" is to be anchored in the minds of consumers.
Three further commercials dramatize the brand's manufacturing expertise. Accordingly, the product and its development are the focus of the filmic realization. Posters and advertisements are also used, which also follow the principle "the product is the hero".
Whether in Vienna, London or Venice: Monsieur Cailler spreads inspiration, reconciliation and passion with his sweet creations.
The Cailler brand as a whole has developed a new marketing strategy and brand architecture. In doing so, the company is aiming for a distinctive profile compared to the competition. As part of this realignment, Nestlé has adapted its communication strategy with the in-house agency JWT+Hostettler+Fabrikant. This also includes the new brand hierarchy: Cailler is now the umbrella brand for the other brands.
A broad public campaign is intended to implement the new architecture with the target audience. To this end, the team led by CD Remy Fabrikant traveled back in time and resurrected Monsieur Cailler, the father of the brand. In three TV commercials, the chocolatier is summoned to Vienna, Venice and London to spread inspiration, passion and reconciliation with his sweet creations. According to the JWT creatives, the world has Monsieur Cailler to thank for Beethoven composing his Ninth, Casanova learning to love again and the British royal family having an heir to the throne. The three films form the image pillar of the new communication strategy and serve to create a new brand world. In addition, the newly developed positioning "Cailler, Source de Bonheur depuis 1819" is to be anchored in the minds of consumers.
Three further commercials dramatize the brand's manufacturing expertise. Accordingly, the product and its development are the focus of the filmic realization. Posters and advertisements are also used, which also follow the principle "the product is the hero".
Whether in Vienna, London or Venice: Monsieur Cailler spreads inspiration, reconciliation and passion with his sweet creations.
Sweet nostalgia: JWT+Hostettler+Fabrikant create a new Cailler world with stories from the past >> page 7
Simone Keller
