Everything just stolen
Retail Famous claims from other brands should also make the Migros Créa d'Or biscuit line better known.
Retail Famous claims from other brands should also make the Migros Créa d'Or biscuit line better known.
The positioning of Migros' own brand Créa d'Or, which was launched last year, promises "A little bit of luxury". This year, the premium biscuits are to be made better known to connoisseurs and their profile strengthened. To this end, the creatives at Migros' in-house agency Exxtra Kommunikation are showing what luxury really means: when a product is "so good" that "even others advertise for us". At least that's what the claim in the current TV campaign promises. The plot is simple: A young man sits on the sofa in his apartment and eats Créa d'Or biscuits. However, he comments on his indulgence with statements that could trigger déjà-entendues among TV viewers. "Discover the possibilities", "More pleasure for sure" or "Not always, but more and more often" are all "borrowed" claims from established brands such as Ikea, Peugeot or Clausthaler. In addition to these, the Migros protagonist also uses slogans from Nike, Heineken and Esso.
Brand manufacturers are pleased
Adorned with the foreign feathers, the commercial is intended to reflect the brand's aspirations, as consultant Michael Broglin explains: "Advantages such as self-confidence and success, which apply to major global brands, should also be attributed to Créa d'Or." So after the Exxtra team advised the brand manufacturers to "Discover the possibilities", they said to themselves "Just do it" and realized: "Sounds good" - after all, the Créa d'Or claim "So good that even others advertise for us" applies perfectly to the brands mentioned. And in times of budget cuts, who doesn't enjoy a bit of free advertising?
Claims baked: Exxtra breaks new ground for Créa d'Or.
Simone Keller
The positioning of Migros' own brand Créa d'Or, which was launched last year, promises "A little bit of luxury". This year, the premium biscuits are to be made better known to connoisseurs and their profile strengthened. To this end, the creatives at Migros' in-house agency Exxtra Kommunikation are showing what luxury really means: when a product is "so good" that "even others advertise for us". At least that's what the claim in the current TV campaign promises. The plot is simple: A young man sits on the sofa in his apartment and eats Créa d'Or biscuits. However, he comments on his indulgence with statements that could trigger déjà-entendues among TV viewers. "Discover the possibilities", "More pleasure for sure" or "Not always, but more and more often" are all "borrowed" claims from established brands such as Ikea, Peugeot or Clausthaler. In addition to these, the Migros protagonist also uses slogans from Nike, Heineken and Esso.
Brand manufacturers are pleased
Adorned with the foreign feathers, the commercial is intended to reflect the brand's aspirations, as consultant Michael Broglin explains: "Advantages such as self-confidence and success, which apply to major global brands, should also be attributed to Créa d'Or." So after the Exxtra team advised the brand manufacturers to "Discover the possibilities", they said to themselves "Just do it" and realized: "Sounds good" - after all, the Créa d'Or claim "So good that even others advertise for us" applies perfectly to the brands mentioned. And in times of budget cuts, who doesn't enjoy a bit of free advertising?
Claims baked: Exxtra breaks new ground for Créa d'Or.
Simone Keller
