A Tuc never keeps you waiting

Euro RSCG advertises crackers in a versatile and topical wayFrank Bodin's journeyman's piece at Euro RSCG, Zurich, had half of Switzerland looking forward to it. And he did not disappoint. In the Tuc campaign, a broad panopticon of strong motifs visualizes and ironizes the tension between regularly and only occasionally recurring moments in life and thus emphasizes the consumer benefit: Tuc - the small cracker - can be enjoyed at any time and without disadvantages, while other events are gladly foregone or have to wait half an eternity for them.While Tuc is being advertised in its home country of France with a TV campaign, the Zurich office of in-house agency Euro RSCG developed a fresh, independent print campaign to reposition the aperitif cookie in Switzerland and raise its profile. A comparison with other print campaigns for cookies reveals just how unusual Euro RSCG's communication approach is for Tuc. These often appear as brittle and dehydrated as the cookie itself. page 6