Hybrids for Brandpower
Rotor Launches a High-Impact Experiential Promotion for Coop Naturaplan
Rotor launches a high-impact experiential promotion for Coop NaturaplanBy Luca Aloisi As a first mover among wholesalers, Coop has managed to position Naturaplan as a brand for natural indulgence. The Zurich agency Rotor developed a seasonally appropriate image campaign to mark the 10th anniversary of this product line.
With the creation of the new Coop logo three years ago, Rotor "slipped" into the agency pool of the Basel-based retailer, as CD Alexander Gessert explains. The corporate design manuals, which were produced on behalf of Külling & Partner, were followed by orders for Coop's promotional advertising, which no agency was vying for at the time. "In the meantime, even WHS has been hired by Denner for a similar job," says Gessert, describing the radical change in the vain industry.
The client on the banks of the Rhine, which invests an average of around half a million francs in advertising every day, has now become the small agency's largest client. In addition to the restaurant, non-food promotions and photo service areas managed by Rotor, the agency also has a supervisory function.
Since it was obvious to the strategists at the Zurich agency that Coop's Naturaplan competence brand should raise its profile even further in the anniversary year 2003, they became proactive.
How a red cabbage becomes a pretty little pig
Amongst the clearly defined presentation formats of the major distributor, the so-called "experience promotions" were a good choice. Up to four of these promotions lasting just under a month will serve as a platform for Naturaplan this year. All promotions will be linked to an experience theme.
The challenge was great, because the variety of pallets - there are over 1500 products in the range - needed to be communicated with an emotional, quick and surprising message. The fact that the client chose a campaign with a grinning goat as the benchmark for this should have come as a surprise to the creative guild. But it doesn't have to be, because the goat was a striking demonstration of Coop's freshness experience a few years ago and achieved "an enormous response", recalls Gessert.
The major distributor hinge-
which practically restricts its image-promoting appearances to TV commercials, has a lot to offer for image
elements in the print and poster sector. He therefore prefers
mainly uses traditional motifs (Alpine parade, happy consumers) and rarely works with surprising visual associations (mallard duck) to convey his values.
This makes the key visual for the anniversary presentation all the more impressive. Because it is striking, more relevant to the topic and easy to continue. The "pear-cow" summarizes in a funny way
the Naturaplan areas of fruit, dairy products and meat.
"Thanks to the reduction to the essentials and the generous layout, the advertising material is eye-catching and shows off the appearance to its best advantage," says Gessert confidently. Other product areas will be advertised in the same communication style throughout the anniversary year: for example, a red cabbage will be carved in such a way that a pig can be seen inside for the "species-appropriate enjoyment" experience week.
Naturaplan In 1993, a Nature yogurt was the starting signal for Naturaplan, with which Coop wanted to satisfy the growing demand for organic products. In the same year, 13 more products were added. The range has been expanded in line with sales of the Naturaplan range, which has seen annual growth rates of 30 to 70 percent. Today, the line with the quality label comprises around 1500 products. Although they only make up a fraction of the entire Coop range, their benefits, in marketing terms, convey one of Coop's most important personality traits. (la)
With the creation of the new Coop logo three years ago, Rotor "slipped" into the agency pool of the Basel-based retailer, as CD Alexander Gessert explains. The corporate design manuals, which were produced on behalf of Külling & Partner, were followed by orders for Coop's promotional advertising, which no agency was vying for at the time. "In the meantime, even WHS has been hired by Denner for a similar job," says Gessert, describing the radical change in the vain industry.
The client on the banks of the Rhine, which invests an average of around half a million francs in advertising every day, has now become the small agency's largest client. In addition to the restaurant, non-food promotions and photo service areas managed by Rotor, the agency also has a supervisory function.
Since it was obvious to the strategists at the Zurich agency that Coop's Naturaplan competence brand should raise its profile even further in the anniversary year 2003, they became proactive.
How a red cabbage becomes a pretty little pig
Amongst the clearly defined presentation formats of the major distributor, the so-called "experience promotions" were a good choice. Up to four of these promotions lasting just under a month will serve as a platform for Naturaplan this year. All promotions will be linked to an experience theme.
The challenge was great, because the variety of pallets - there are over 1500 products in the range - needed to be communicated with an emotional, quick and surprising message. The fact that the client chose a campaign with a grinning goat as the benchmark for this should have come as a surprise to the creative guild. But it doesn't have to be, because the goat was a striking demonstration of Coop's freshness experience a few years ago and achieved "an enormous response", recalls Gessert.
The major distributor hinge-
which practically restricts its image-promoting appearances to TV commercials, has a lot to offer for image
elements in the print and poster sector. He therefore prefers
mainly uses traditional motifs (Alpine parade, happy consumers) and rarely works with surprising visual associations (mallard duck) to convey his values.
This makes the key visual for the anniversary presentation all the more impressive. Because it is striking, more relevant to the topic and easy to continue. The "pear-cow" summarizes in a funny way
the Naturaplan areas of fruit, dairy products and meat.
"Thanks to the reduction to the essentials and the generous layout, the advertising material is eye-catching and shows off the appearance to its best advantage," says Gessert confidently. Other product areas will be advertised in the same communication style throughout the anniversary year: for example, a red cabbage will be carved in such a way that a pig can be seen inside for the "species-appropriate enjoyment" experience week.
Naturaplan In 1993, a Nature yogurt was the starting signal for Naturaplan, with which Coop wanted to satisfy the growing demand for organic products. In the same year, 13 more products were added. The range has been expanded in line with sales of the Naturaplan range, which has seen annual growth rates of 30 to 70 percent. Today, the line with the quality label comprises around 1500 products. Although they only make up a fraction of the entire Coop range, their benefits, in marketing terms, convey one of Coop's most important personality traits. (la)
