"Boring, staid and stupid"
Model Marketing: For Vögele, Nivea, Epa, and others, they are promising figureheads. To the advertising elite, they’re nothing more than overhyped products of the tabloid press. A few days before the Mister Switzerland pageant, *WerbeWoche* assessed the market value of the beauty queens and pageant winners.
Model marketing For Vögele, Nivea, Epa and co. they are promising figureheads. For the advertising elite, they are nothing more than hyped-up products of the tabloids. A few days before the Mister Switzerland contest, Werbewoche measured the market value of the Misses and Misters. Frank Baumann, owner of the advertising agency Wörterseh, TV presenter and former jury member of the Mister Switzerland contest, doesn't mince his words: "The market value of the Misses and Misters is zero." In his opinion, they are "too boring, staid and stupid". He would never, ever advertise with a Miss or ex-Miss. "And certainly not with a Mister Switzerland. That would be conceptual madness." Markus Ruf, co-owner of the Ruf Lanz agency, has a similar view of Mister Switzerland: "When a company advertises with celebrities, their image should usually rub off positively on the product." However, when he looks at the last Mister Switzerland, he doubts whether this is possible here: "One was a fundamentalist Christian who didn't miss a trick, the current one is sulking on the cover of SI, suffering from loneliness and confessing: 'I'd love to have a girlfriend! Ruf therefore has zero interest in advertising with a Mister Switzerland.
With Vögele fees to Mango The former advertiser of the year thinks a little more highly of the Misses: "They have a slightly higher status in Switzerland." Nevertheless, he doubts whether the bill will work out for the sponsors of Miss Switzerland. "Vögele's advertising goal is probably for Miss Switzerland to rejuvenate the fashion house's image." That's why they don't talk to the people themselves, "but let someone talk who they think the young people are more likely to believe. But of course the young people know full well that Miss Switzerland prefers to spend the fee she gets from Vögele at Mango," says Ruf.
"The Misses are something for the tabloids. That's all they're good for," was the brutal verdict of internationally renowned photographer Adrian Fritschi a few years ago in an article about the image of crowned beauties.
The Missen maker and former editor-in-chief of Schweizer-Illustrierte, Peter Rothenbühler, admits: "The ones who benefit most from the whole Missen cult are the media, the organizers and, if things go well, companies that need an upgrade to the next higher image class. For renowned companies, the Misses - or even the Misters - are not spectacular enough."
Few beaus and beauties have made a better impression on the advertising elite. First and foremost Melanie Winiger. She is regarded as a cheeky, witty power woman with the necessary dose of sex appeal and naivety. But even she failed to make the leap into the advertising Olympics. Even the creative agency Butz & Partner couldn't change that. For the Italian fashion chain Oviesse, she had Winiger trumpet into the camera. And earned harsh criticism from colleagues. Ruf: "The Oviesse campaign is a typical testimonial campaign in which things are put into the mouth of the leading actress that people like to call 'smart'." And an advertiser who does not wish to be named finds the Oviesse ad "simply embarrassing". The fact that Winiger, an ex-Miss Switzerland, was chosen for the ad "fits in with this", he says.
The Miss and Mister organizers are relaxed about the blasphemies of the advertising elite. And with good reason: their business with the pretty girls, the crisp boys and the Miss and Mister addicted sponsors is flourishing. The budget for the Miss Switzerland event alone is 1.5 million francs. The budget for the Mister Switzerland event is no less than one million francs. The beauties themselves are just as lucrative: a Miss Switzerland earns around 300,000 francs in her year in office. A Mister Switzerland earns around 100,000 to 15,000,000 francs. If you want to advertise with a Miss or former Miss Switzerland, you have to fork out 2500 to 15000 francs per commitment. Mister Switzerland is available for as little as 1800 francs - the ex-Misters for around 30 percent less.
"We can't complain," says the Miss Switzerland organizer. Despite the poor economic situation, both events - at least according to their own statements - have no problems finding financially strong sponsors. On the contrary, as Daniel Hartmann, co-organizer
of the Mister Switzerland organization, explains: "Sponsor interest is actually increasing significantly." The Miss Switzerland organization has over 15 sponsors.
organization currently under contract. Five companies are involved in the Mister Switzerland organization.
Multilingual credibilityOne of Miss Switzerland's most loyal sponsors is Vögele Schuhe. The Swiss shoe chain has been sponsoring Miss Switzerland for eleven years. "And with great satisfaction," explains Mäni Frei, owner of the advertising agency Frei & Partner and responsible for Vögele Schuhe's overall advertising. He raves about the popularity of the Misses, describing her as a "stroke of luck for advertising" and says: "Miss Switzerland meets all the criteria we set for a fashion ambassador." She is credible, young and - what counts above all: She is known in all three parts of Switzerland. "And not many other celebrities in Switzerland fulfill this criterion," says Frei.
Miss Switzerland promotes Vögele shoes at over 40 events a year, in numerous advertisements, brochures and commercials. And at a fair price-performance ratio: "An autograph session costs just 2,500 francs," reveals Frei.
Criticism of the Miss Switzerland cult is also sought in vain at Nivea. Daniel Münster, Head of Sponsoring at Nivea Switzerland, describes their involvement with Miss Switzerland as a "very good choice" and explains: "Miss Switzerland has made a good choice.
Radiance on the brand and
a very high media presence at Ringier." For two years now
Nivea Miss Switzerland. Three years
The company was previously a sponsor of the Mister Switzerland event. Once again, the
Nivea will no longer do this. "Mister Switzerland doesn't meet our requirements," says Münster.
Louis Giger Jr, member of the management and son of the owner of the Gidor Coiffure chain, has a different opinion about the market value of Mister Switzerland. Gidor Coiffure is sponsoring Mister Switzerland for the second time. Giger explains his commitment as follows: "We advertise with Mister Switzerland because he is beautiful and the topic of beauty suits us." The fact that the shot could also backfire - namely if one of the
The fact that the current Mister Switzerland contestant is not only beautiful, but also a bit odd and has starred in a porn movie, doesn't worry Giger. "We've had very good experiences with Mister Switzerland so far."
The advertising ideas - shop window banners, advertisements and various events - are already ready for the new Mister Switzerland. He will be elected on May 17. The Miss Switzerland contest will follow on September 13. And one thing is already clear: unlike the Mister Switzerland contest - which is broadcast on the TeleNewsCombi channels - this event, which is broadcast live by SF DRS, will be a major event. Last year, the market share of the DRS live broadcast was 49.4 percent. And the pages of the Ringier newspapers are already reserved for the Misses specials. To the delight of the sponsors. After all, the appearance also benefits them.
A look behind the scenes proves that the girls are not just worth their weight in gold for their sponsors. Several girls were caught wearing other brand shoes instead of Vögele shoes. The current Miss Switzerland, Nadine Vinzenz, also made a faux pas when she confessed to SonntagsBlick a few weeks ago that she was constantly scared in her Alfa Romeo. The reason: "People follow me and some even try to slow me down." It was therefore clear to Vinzenz that the "Alfa Romeo for misssuisse" lettering on her car had to go. It is understandable that the sponsor is not particularly happy about this. "I'm telling you, advertising with misses isn't just unimaginative, it's a mistake," sneers Baumann.
For sponsors, advertising with beauties can - in addition to boosting their image - also cause a lot of trouble.
With Vögele fees to Mango The former advertiser of the year thinks a little more highly of the Misses: "They have a slightly higher status in Switzerland." Nevertheless, he doubts whether the bill will work out for the sponsors of Miss Switzerland. "Vögele's advertising goal is probably for Miss Switzerland to rejuvenate the fashion house's image." That's why they don't talk to the people themselves, "but let someone talk who they think the young people are more likely to believe. But of course the young people know full well that Miss Switzerland prefers to spend the fee she gets from Vögele at Mango," says Ruf.
"The Misses are something for the tabloids. That's all they're good for," was the brutal verdict of internationally renowned photographer Adrian Fritschi a few years ago in an article about the image of crowned beauties.
The Missen maker and former editor-in-chief of Schweizer-Illustrierte, Peter Rothenbühler, admits: "The ones who benefit most from the whole Missen cult are the media, the organizers and, if things go well, companies that need an upgrade to the next higher image class. For renowned companies, the Misses - or even the Misters - are not spectacular enough."
Few beaus and beauties have made a better impression on the advertising elite. First and foremost Melanie Winiger. She is regarded as a cheeky, witty power woman with the necessary dose of sex appeal and naivety. But even she failed to make the leap into the advertising Olympics. Even the creative agency Butz & Partner couldn't change that. For the Italian fashion chain Oviesse, she had Winiger trumpet into the camera. And earned harsh criticism from colleagues. Ruf: "The Oviesse campaign is a typical testimonial campaign in which things are put into the mouth of the leading actress that people like to call 'smart'." And an advertiser who does not wish to be named finds the Oviesse ad "simply embarrassing". The fact that Winiger, an ex-Miss Switzerland, was chosen for the ad "fits in with this", he says.
The Miss and Mister organizers are relaxed about the blasphemies of the advertising elite. And with good reason: their business with the pretty girls, the crisp boys and the Miss and Mister addicted sponsors is flourishing. The budget for the Miss Switzerland event alone is 1.5 million francs. The budget for the Mister Switzerland event is no less than one million francs. The beauties themselves are just as lucrative: a Miss Switzerland earns around 300,000 francs in her year in office. A Mister Switzerland earns around 100,000 to 15,000,000 francs. If you want to advertise with a Miss or former Miss Switzerland, you have to fork out 2500 to 15000 francs per commitment. Mister Switzerland is available for as little as 1800 francs - the ex-Misters for around 30 percent less.
"We can't complain," says the Miss Switzerland organizer. Despite the poor economic situation, both events - at least according to their own statements - have no problems finding financially strong sponsors. On the contrary, as Daniel Hartmann, co-organizer
of the Mister Switzerland organization, explains: "Sponsor interest is actually increasing significantly." The Miss Switzerland organization has over 15 sponsors.
organization currently under contract. Five companies are involved in the Mister Switzerland organization.
Multilingual credibilityOne of Miss Switzerland's most loyal sponsors is Vögele Schuhe. The Swiss shoe chain has been sponsoring Miss Switzerland for eleven years. "And with great satisfaction," explains Mäni Frei, owner of the advertising agency Frei & Partner and responsible for Vögele Schuhe's overall advertising. He raves about the popularity of the Misses, describing her as a "stroke of luck for advertising" and says: "Miss Switzerland meets all the criteria we set for a fashion ambassador." She is credible, young and - what counts above all: She is known in all three parts of Switzerland. "And not many other celebrities in Switzerland fulfill this criterion," says Frei.
Miss Switzerland promotes Vögele shoes at over 40 events a year, in numerous advertisements, brochures and commercials. And at a fair price-performance ratio: "An autograph session costs just 2,500 francs," reveals Frei.
Criticism of the Miss Switzerland cult is also sought in vain at Nivea. Daniel Münster, Head of Sponsoring at Nivea Switzerland, describes their involvement with Miss Switzerland as a "very good choice" and explains: "Miss Switzerland has made a good choice.
Radiance on the brand and
a very high media presence at Ringier." For two years now
Nivea Miss Switzerland. Three years
The company was previously a sponsor of the Mister Switzerland event. Once again, the
Nivea will no longer do this. "Mister Switzerland doesn't meet our requirements," says Münster.
Louis Giger Jr, member of the management and son of the owner of the Gidor Coiffure chain, has a different opinion about the market value of Mister Switzerland. Gidor Coiffure is sponsoring Mister Switzerland for the second time. Giger explains his commitment as follows: "We advertise with Mister Switzerland because he is beautiful and the topic of beauty suits us." The fact that the shot could also backfire - namely if one of the
The fact that the current Mister Switzerland contestant is not only beautiful, but also a bit odd and has starred in a porn movie, doesn't worry Giger. "We've had very good experiences with Mister Switzerland so far."
The advertising ideas - shop window banners, advertisements and various events - are already ready for the new Mister Switzerland. He will be elected on May 17. The Miss Switzerland contest will follow on September 13. And one thing is already clear: unlike the Mister Switzerland contest - which is broadcast on the TeleNewsCombi channels - this event, which is broadcast live by SF DRS, will be a major event. Last year, the market share of the DRS live broadcast was 49.4 percent. And the pages of the Ringier newspapers are already reserved for the Misses specials. To the delight of the sponsors. After all, the appearance also benefits them.
A look behind the scenes proves that the girls are not just worth their weight in gold for their sponsors. Several girls were caught wearing other brand shoes instead of Vögele shoes. The current Miss Switzerland, Nadine Vinzenz, also made a faux pas when she confessed to SonntagsBlick a few weeks ago that she was constantly scared in her Alfa Romeo. The reason: "People follow me and some even try to slow me down." It was therefore clear to Vinzenz that the "Alfa Romeo for misssuisse" lettering on her car had to go. It is understandable that the sponsor is not particularly happy about this. "I'm telling you, advertising with misses isn't just unimaginative, it's a mistake," sneers Baumann.
For sponsors, advertising with beauties can - in addition to boosting their image - also cause a lot of trouble.
Big business with cool girls
Christoph Locher and his team are behind the success of the Misses.
It has achieved what many thought was impossible: No other competition fascinates the Swiss more than the Miss Switzerland event. In the mid-nineties, entrepreneur Christoph Locher took over the Miss Switzerland organization and professionalized it. It is said that Locher and his team spend six months on the road just for Miss Switzerland. As a special service, the Miss Switzerland organization also places former Misses. Melanie Winiger (1996), Tanja Gutmann (1997), Sonia Grandjean (1998), Anita Buri (1999), Mahara McKay (2000) and Jennifer Ann Gerber (2001) have all been included in the Miss Switzerland organization's file. According to Locher, the former Misses currently receive between two and ten requests per month. The current Miss Switzerland receives around 20 inquiries. Melanie Winiger is currently the most in demand - how could it be otherwise? (af)
Annelies Friedli
