Mountain milk shaken once
Launch Migros' in-house agency Exxtra Kommunikation delivers the campaign for the Heidi market launch.
Launch Migros' in-house agency Exxtra Kommunikation delivers the campaign for the Heidi market launch. "The aim of the commercial was to play with Heidi's world and the associations that go with it without appearing kitschy," explains Exxtra consultant Michael Broglin. Accordingly, there are no Alpöhi, Geissenpeter or goats in the realization. The main protagonist is a renegade milk thief who falls off the cart of a young mountain maiden. The can rolls clattering down into the valley, followed by the blonde alpine maiden. The can only comes to a halt on an asphalt road. "Heidi mountain milk. Now in the valley too", the claim breaks up the alpine chase.
Blonde or not blonde?
Although mountain milk is at the center of the plot, the sporty Alpine maiden is associated with our mountain child Heidi by the time the story ends. When asked why the young woman is not dark-haired to match the product design, Walter Dworschak says succinctly: "The blonde Heidi was simply the best fit." The launch campaign, which includes advertisements as well as the commercial, is also being supported by radio, POP and a competition.
The latter will win a special kind of prize: a cow lease. The winner will be able to choose a cow on an alp in Graubünden, whose milk will be used to make mountain cheese, which will be presented to the lucky winner in September. A juicy detail: readers of the Migros customer magazine Brückenbauer who take part in the competition will have to work four hours on the alp to get their dairy cow. The coupon in the store, on the other hand, only mentions a lunch followed by a choice of cow.
Clever: The Heidi commercial plays with clichés without straining them.
(sk)
Blonde or not blonde?
Although mountain milk is at the center of the plot, the sporty Alpine maiden is associated with our mountain child Heidi by the time the story ends. When asked why the young woman is not dark-haired to match the product design, Walter Dworschak says succinctly: "The blonde Heidi was simply the best fit." The launch campaign, which includes advertisements as well as the commercial, is also being supported by radio, POP and a competition.
The latter will win a special kind of prize: a cow lease. The winner will be able to choose a cow on an alp in Graubünden, whose milk will be used to make mountain cheese, which will be presented to the lucky winner in September. A juicy detail: readers of the Migros customer magazine Brückenbauer who take part in the competition will have to work four hours on the alp to get their dairy cow. The coupon in the store, on the other hand, only mentions a lunch followed by a choice of cow.
Clever: The Heidi commercial plays with clichés without straining them.
(sk)
