Really unchemical, this boy

Retail trade TBWA uses a boy and his questions to advertise the Coop organic label Naturaplan. "Is milk from unhappy cows sour?" Swiss consumers have been confronted with such childishly naive questions since May. On posters, advertisements and in commercials, a boy ponders the wonders of nature for Coop. The occasion is the anniversary year of the organic label Naturaplan, which the Basel-based retail group launched in 1993. Thanks to last year's sales of around one billion Swiss francs, Naturaplan now accounts for half of the entire Swiss organic market. According to Coop, it has also made a "significant contribution to the spread of organic farming in Switzerland". Making this achievement the subject of the campaign was too easy for the creative team at the Coop pool agency TBWA in Küsnacht. "We persuaded the client to dispense with a performance show and instead communicate the Naturaplan philosophy with emotional images," says CD and concept designer Hans-Joachim Timm, explaining his strategy.
Blond-haired Dani, who was born in the Naturaplan launch year, was chosen for the emotional address. The boy should embody the future and philosophy of Naturaplan in equal measure, explains Timm. Just as Dani still has his life ahead of him, Coop is only at the beginning of the Naturaplan program. Among all the questions that the TBWA copywriters put into the toddler's mouth is the answer to what the organic commitment is all about: "It's all really non-chemical."
Naturaplan from Coop: Nature boy Daniel is as old as the green competence brand.

Simone Keller