The Gernli is eaten
In the Ruf Lanz ad, a TV commercial turns into a scuffle over Wernli cookies
At Ruf Lanz, a TV commercial degenerates into a fight over Wernli biscuitsBy Luca Aloisi In the ever-growing biscuit industry dominated by manufacturer brands, the Zurich advertising agency Ruf Lanz is dusting off the traditional Wernli brand. The aim is to increase its popularity and recognition among the younger target audience. The Zurich-based creative duo are not above fist bumps and kicks to achieve their advertising goal.
Swiss biscuit dough continues to rise well. This is confirmed by figures from Biscosuisse, the Swiss association of the bakery and confectionery industry. It looks back on a successful 2001 (plus 2.2% to 445 million francs turnover) and expects a significant improvement in exports due to "promising customer contacts".
The only fly in the ointment: according to ACNielsen, the manufacturer brands have once again lost ground to the retail brands in the domestic market (2001: 325 million francs), with the latter accounting for 53.5% of the market.
The fact that Biscosuisse nevertheless has little cause for concern is due to the lower average prices of the most important raw materials, the steady growth in the consumption of long-life bakery products and the declining share of imports (54.5%). In conjunction with the still favorable consumer sentiment last year, the average per capita consumption of bakery products rose by 0.8 kilos to 9.9 kilos. Such a high increase in both sweetened (7.9 kilos) and unsweetened bakery products has not been recorded for six years.
Niklaus Iten, research associate at Biscosuisse, believes that the Guetsli craze will continue to grow in the coming years, even if it is unlikely to ever reach British proportions. In the UK, an average of over 32 kilos of long-life baked goods were devoured. According to British Leatherhead Food Research, the 15 most important brands alone spent over 21 million francs on advertising in 2001.
Market and advertising leader Wernli refreshes its identity
The local advertising industry cannot share the joy of the growing Swiss appetite for snacks with the manufacturers. After a rapid increase in advertising expenditure in 2000 (up 37.5% to 13.2 million francs), spending fell slightly in 2001 and this year (first half of the year: 6.2 million francs or minus 23.5% compared to the previous year) is even threatening to fall below the 99 mark, according to Media Focus Managing Director Lukas Zihlmann.
Under the current circumstances, the Trimbach-based market leader Wernli - also the industry leader in 2001 with gross advertising expenditure of 3 million Swiss francs - has calculated a more efficient and sustainable repositioning. Wernli marketing manager Manuel Da Costa wants to make this effort because the brand is currently perceived as "rural and traditional".
The popular "Einfach gernli" campaign, which made Wernli the number one manufacturer, still weighs heavily and today "seems rather staid and old-fashioned", says Markus Ruf from Ruf Lanz. In contrast, Kambly is perceived as more contemporary and associated with somewhat lighter fillings than Wernli.
At Hug, the third among the biscuit top three, the more ecological "wholemeal image" is perceived, according to Ruf. Coop and Migros' own brands continue to benefit from a lower price, despite the improved quality of products and packaging. However, it is the profiling in relation to Kambly that is most difficult. In addition to the similar sound, there is the geographical proximity, the similar packaging and the same sales channels. The new campaign is intended to help Wernli tap into contemporary connoisseurs alongside its core audience: primarily urban women and men aged between 20 and 45.
In addition to the commercial, smaller print motifs will also be placed
Ruf Lanz, who won the advertising budget over six months ago in a multi-stage pitch, had to be patient, however. Prior to this, Futurebrand developed a new packaging design that is lighter and airier.
Only on August 25, after a teaser advertisement was placed in which a crumpled packet of butter hearts was announced as the main character of the new TV commercial, did the new advertising campaign start to support the new direction. The 30-second spot subverts viewer expectations and implements the Wernli brand values of indulgence and desirability in a surprising way.
Agency co-owner Danielle Lanz: "During the realization, we made sure that the first few seconds give the impression that this is a beautifully filmed, but very traditional coffee commercial. This makes the surprise all the greater when the ladies get so out of control because of Wernli."
The commercial shows a well-groomed group of ladies exchanging pleasantries. As the hostess carries a tray of Wernli biscuits into the living room, the ladies, who have just been so refined, pounce on the sweets. They step on each other's feet with pointed heels, poke each other in the ribs and don't shy away from boxing blows. After the break-up with the Wernli packshot, the ladies sit peacefully at the table again, but with their dresses and hairstyles out of place and the odd black eye.
The TV commercial is accompanied by a series of smaller advertisements that introduce the new packaging with headlines and unusual media ideas, such as the headline on the fourth cover of magazines: "We like to save the best for last." Markus Ruf and Danielle Lanz would like to thank Lilo Killer, who will be working more frequently as an agency producer in future, for overseeing the complex project.
Swiss biscuit dough continues to rise well. This is confirmed by figures from Biscosuisse, the Swiss association of the bakery and confectionery industry. It looks back on a successful 2001 (plus 2.2% to 445 million francs turnover) and expects a significant improvement in exports due to "promising customer contacts".
The only fly in the ointment: according to ACNielsen, the manufacturer brands have once again lost ground to the retail brands in the domestic market (2001: 325 million francs), with the latter accounting for 53.5% of the market.
The fact that Biscosuisse nevertheless has little cause for concern is due to the lower average prices of the most important raw materials, the steady growth in the consumption of long-life bakery products and the declining share of imports (54.5%). In conjunction with the still favorable consumer sentiment last year, the average per capita consumption of bakery products rose by 0.8 kilos to 9.9 kilos. Such a high increase in both sweetened (7.9 kilos) and unsweetened bakery products has not been recorded for six years.
Niklaus Iten, research associate at Biscosuisse, believes that the Guetsli craze will continue to grow in the coming years, even if it is unlikely to ever reach British proportions. In the UK, an average of over 32 kilos of long-life baked goods were devoured. According to British Leatherhead Food Research, the 15 most important brands alone spent over 21 million francs on advertising in 2001.
Market and advertising leader Wernli refreshes its identity
The local advertising industry cannot share the joy of the growing Swiss appetite for snacks with the manufacturers. After a rapid increase in advertising expenditure in 2000 (up 37.5% to 13.2 million francs), spending fell slightly in 2001 and this year (first half of the year: 6.2 million francs or minus 23.5% compared to the previous year) is even threatening to fall below the 99 mark, according to Media Focus Managing Director Lukas Zihlmann.
Under the current circumstances, the Trimbach-based market leader Wernli - also the industry leader in 2001 with gross advertising expenditure of 3 million Swiss francs - has calculated a more efficient and sustainable repositioning. Wernli marketing manager Manuel Da Costa wants to make this effort because the brand is currently perceived as "rural and traditional".
The popular "Einfach gernli" campaign, which made Wernli the number one manufacturer, still weighs heavily and today "seems rather staid and old-fashioned", says Markus Ruf from Ruf Lanz. In contrast, Kambly is perceived as more contemporary and associated with somewhat lighter fillings than Wernli.
At Hug, the third among the biscuit top three, the more ecological "wholemeal image" is perceived, according to Ruf. Coop and Migros' own brands continue to benefit from a lower price, despite the improved quality of products and packaging. However, it is the profiling in relation to Kambly that is most difficult. In addition to the similar sound, there is the geographical proximity, the similar packaging and the same sales channels. The new campaign is intended to help Wernli tap into contemporary connoisseurs alongside its core audience: primarily urban women and men aged between 20 and 45.
In addition to the commercial, smaller print motifs will also be placed
Ruf Lanz, who won the advertising budget over six months ago in a multi-stage pitch, had to be patient, however. Prior to this, Futurebrand developed a new packaging design that is lighter and airier.
Only on August 25, after a teaser advertisement was placed in which a crumpled packet of butter hearts was announced as the main character of the new TV commercial, did the new advertising campaign start to support the new direction. The 30-second spot subverts viewer expectations and implements the Wernli brand values of indulgence and desirability in a surprising way.
Agency co-owner Danielle Lanz: "During the realization, we made sure that the first few seconds give the impression that this is a beautifully filmed, but very traditional coffee commercial. This makes the surprise all the greater when the ladies get so out of control because of Wernli."
The commercial shows a well-groomed group of ladies exchanging pleasantries. As the hostess carries a tray of Wernli biscuits into the living room, the ladies, who have just been so refined, pounce on the sweets. They step on each other's feet with pointed heels, poke each other in the ribs and don't shy away from boxing blows. After the break-up with the Wernli packshot, the ladies sit peacefully at the table again, but with their dresses and hairstyles out of place and the odd black eye.
The TV commercial is accompanied by a series of smaller advertisements that introduce the new packaging with headlines and unusual media ideas, such as the headline on the fourth cover of magazines: "We like to save the best for last." Markus Ruf and Danielle Lanz would like to thank Lilo Killer, who will be working more frequently as an agency producer in future, for overseeing the complex project.
