Jung von Matt/Limmat: Refreshment with Michael Mittermeier
For the first time in his career, Michael Mittermeier is promoting a product - the Swiss national drink Rivella, of all things. The German comedian thus spins Emil Steinberger's successful Germany campaign further.
From the end of March, Michael Mittermeier will be advertising Rivella on TV, cinema, radio and posters, playing on the most obvious Swiss idiosyncrasy: language. The campaign was produced in Munich and will be launched in Germany on March 20. "In the campaign, it was important to us that Michael Mittermeier comes across as authentic and also contributes his own ideas," says Axel Kuhn, head of foreign business at Rivella.
Michael Mittermeier has never advertised a product before, says Rivella boss Franz Rieder. "It's all the more remarkable that he, as a German, is putting himself in the limelight for the very Swiss Rivella," he says. Mittermeier himself gives the reason: "I know Rivella from earlier, from skiing vacations. Rivella comforted me when there was no Kaiserschmarrn. Since then, I've found that the Swiss have good taste.
The result is an integrated campaign with cinema and TV spots, social and digital media, print, radio and POS measures under the campaign motto and brand claim "Rivella. Refreshment with a Swiss accent". Suspected amateur footage surfaced on Youtube and on Michael Mittermeier's Facebook fan page, showing Michael Mittermeier in everyday life, babbling a peculiar pseudo-Swiss German gibberish. At the height of speculation on the Facebook site, which is wide with over 150,000 fans, a documentary selfie provided the resolution. This is followed by the first film in the "Police Control" campaign, which shows what happens to Michael when he drinks Rivella.
A total of four cinema and TV spots, five Internet films, six radio spots, various ads and posters, online banners and online measures such as the automatic language translator, and POS materials play out the campaign idea on all channels. The campaign will be on air in Germany from March 20.
In his German Rivella campaign, Mittermeier follows in the footsteps of Emil Steinberger, whom he himself describes as his idol. For three years, Emil made Rivella known in southern Germany and Berlin with his commercials. The campaign was extraordinarily successful. During this time, sales of Rivella in Germany tripled. In the meantime, Rivella can be found not only in stores in many places, but also on the drink menus of bars, trendy bars and restaurants.
Michael Mittermeier's campaign for Rivella is running exclusively in Germany. For Swiss fans, the first TV spot, the radio clips and the making-of film are now available at Rivella.com ready
Responsible at Rivella International: Axel Kuhn (Head of International Department), Guido Nydegger (Product Manager International). Responsible at Jung von Matt/Limmat: Michael Rottmann, Alexander Jaggy (Creative Director), Alexander Holtz (Text), Inken Rohweder (Art Director), Wim Roelfs (Online Art Director), Adrian Merz (Graphics), Alexander Schradt (Screendesign), Fabian Röthlisberger, Michèle Gutmann, Daniel Nessler, Christian Brütsch (Consulting), Ilonka Galliard (Agency Producer), Erasmo Palomba (Art Buying) Martin Haerlin (Director), Pumpkin (Film Production), Ralf Noack (Camera), Jingle Jungle (Sound), Affonso Gavinha (Photographer).
