Fresh from the world of fables
Rotor Retail uses humor to highlight Coop’s expertise in fresh foods—through the medium of the shopping bag.
Retailer Rotor communicates Coop's freshness expertise with humor - via the carrier bag medium. Often trivialized and underestimated, the good old shopping bag is currently being given a new lease of life: Coop and Migros are reflecting on the qualities of the mobile advertising medium. What is striking about this bag offensive is that it carries the positioning of the store chains more strongly than the customer cards, corporate brands or sponsoring commitments that are usually discussed. While Migros uses the bulging bag as an ambassador for its price policy in a current advertisement, Coop uses its bags to profile itself as the fresh food store. The entire fresh range - from vegetables, fruit, fish and meat to baked goods and dairy products - is presented on the bags in an independent and varied way.24 motifs, 18 million bags
Rotor-CD Alexander Gessert and his small team have developed a concept "to sink your teeth into", "thanks to which consumers carry Coop's freshness expertise out into the world". The products to be advertised act as the main characters. "With minimal intervention and no tinkering, the products personify freshness and naturalness in a very appealing way and become a strong key visual," says Gessert.
In order to convey the freshness as an important advertising message in a sustainable way, but without a goods-out effect, the 24 different motifs appear in a run of around 18 million bags, which are replaced at a rapid pace: In four waves with an average deployment time of ten weeks each, onion bunnies and papaya pigs, banana fish or lychee chicks and other funny creatures take over. The only thing that remains the same throughout is the text: "Better fresh. Better Coop."
With its vitamin-rich appearance, the retail giant from the Rhine bend is proving that it is now also putting imaginative motifs on its bags. Swiss television also seems to be convinced of this, as it will be broadcasting a report on the creation of the vegetarian creatures in a few days' time.
Coop customers know how the hare runs.
Luca Aloisi
Rotor-CD Alexander Gessert and his small team have developed a concept "to sink your teeth into", "thanks to which consumers carry Coop's freshness expertise out into the world". The products to be advertised act as the main characters. "With minimal intervention and no tinkering, the products personify freshness and naturalness in a very appealing way and become a strong key visual," says Gessert.
In order to convey the freshness as an important advertising message in a sustainable way, but without a goods-out effect, the 24 different motifs appear in a run of around 18 million bags, which are replaced at a rapid pace: In four waves with an average deployment time of ten weeks each, onion bunnies and papaya pigs, banana fish or lychee chicks and other funny creatures take over. The only thing that remains the same throughout is the text: "Better fresh. Better Coop."
With its vitamin-rich appearance, the retail giant from the Rhine bend is proving that it is now also putting imaginative motifs on its bags. Swiss television also seems to be convinced of this, as it will be broadcasting a report on the creation of the vegetarian creatures in a few days' time.
Coop customers know how the hare runs.
Luca Aloisi
