Ragusa Rocks
Camille Bloch is taking his iconic Ragusa brand to a whole new level with «Ragusa Blond.» The caramel-flavored chocolate creation was launched by the communications agency By Heart with a rock-and-roll twist.
Ragusa is a true classic in Switzerland. Launched more than 75 years ago by Camille Bloch, the family business in the Bernese Jura has now developed a new variant of the chocolate bar: Ragusa Blond - with caramel flavor. Not a product line extension, but a completely new category of chocolate, according to the agency responsible, By Heart. "The new Ragusa Blond keeps the rough edges of the original, retains the crunchiness of the whole hazelnuts, but tempts you to new horizons in terms of taste."
The Zurich-based communications agency has been giving Ragusa fresh impetus for a few years now. Now it's stepping it up a notch for product-side innovation. Creative Director Hans Siegwart and his team have taken the Ragusa brand world in a rocking direction. With the Zurich band ZiBBZ, an independent Ragusa song was developed that sets the tone for the entire campaign: "Dynamite Blond" signals just how much Ragusa will be rocking in the future.
The new TV spot, in which the ski racer delivers the head-bang to the wild sound of the rock band, shows that this is also entirely in the spirit of brand ambassador Lara Gut. The loud campaign is broadcast across all Company platforms played, includes a large Event part with appearances in ski resorts, shows itself online, at trade fairs and of course at the POS. Ragusa is now rocking on all channels, including TV.
//www.youtube.com/watch?v=mNOwg1NvJno
You can read details and background information on the product launch in the next print edition of Werbewoche, which will be published on March 7 - and of course online from then on. (Here it goes to the article about Ragusa and Camille Bloch.)
Responsible at Chocolats Camille Bloch: Heinz Reber (Director Marketing and Sales), Fabienne Leuenberger (Event Management). Responsible at By Heart: Hans Siegwart (CD), Markus Bircher (Strategy/Planning), Martin Kurzbein (AD), Natascha Breu (Realization); Responsible Production: Jürg Steudler (Producer, Encore Pictures), Diana Scheunemann (Director/Photo), Daryl Hefti (Camera); Animation: LeMob; sound design: Jingle Jungle; song: "Dynamite Blond" by ZiBBZ (Phonag Records), Othmar Küng (creative supervision); event implementation: Nadja Wey (atelier BOOM); media: Marco Rose (mediatonic).
