Euro RSCG: Calida's repositioning elaborated
The Swiss lingerie brand Calida is repositioning itself with the help of the agency Euro RSCG and will place greater emphasis on authenticity and well-being in the future. «Naturally me» is the new brand promise.
The imagery shows people in everyday situations. They are wearing the new Calida collection. The aim is to convey that the collection fits the protagonists' attitude to life from morning to night, according to a statement. The protagonists themselves have their say and explain their own view of the world. The basis for this emotional orientation of the brand are the brand values that have existed since 1941, such as naturalness, perfection and well-being, the statement continues.
The campaign will be launched in Switzerland and Germany at the beginning of September and will be visible for around four weeks via megaposters, billboards, e-panels, city lights, and online banners. For the launch, the concept developed by lead agency Euro RSCG will also be supported on all communication channels: from POS measures and online activities to new image tools such as brochures and films. The image film can be viewed via the website, social media or by downloading via QR code.
The website, which has been redesigned by Hinderling Volkart and Unic, and the new Calida stores, which are intended to convey an authentic character through furniture and decorative elements from various decades, are also intended to reinforce the image. Caldia stores already exist in Bern, Paris, Amsterdam, Brussels, Frankfurt, Weiterstadt, Potsdam, Dortmund, Duisburg and Sulzbach. This summer, Nuremberg and Berlin will be added.
