From second wife to cool sow - testimonials in Switzerland

Bitch. My first thought when Lara Gut grinned cheerfully at me one morning at the station: I'm splitting up. To come out as a relationship splitter so publicly, I found a second later then still courageous. And that she apparently calls the unhooked men mustard tubes, an interesting approach. The second case: Mel Winiger. Since her Geberit waterfall appearance, I only see her heart-shaped, smooth Fudi in front of me. Even if, of course, that was never ever her own backside. But the association remains. I hear Winiger - and see an ass.

Both women are eye-catchers. Well-known eye-catchers, at the sight of whom one feels sympathy in the best advertising case, the so-called me-too effect. Whether image profile and advertising suitability are given? Under certain circumstances. Even if it's hard to imagine Mel on a Closomat (or want to. Or should. Geez). And for Lara Gut, who rightly doesn't want to be a darling and has meanwhile made her wilfulness her trademark, an aluminum collector's kübeli fits as well as pink ankle socks.

Celebrity testimonials are still thin on the ground in Switzerland. The selection is not so much based on the criteria already established and applied abroad (to repeat: visual awareness, degree of likeability, product fit and image profile), but often on the personal preferences of decision-makers. In the process, the most important property criterion, credibility, falls by the wayside. The fact that advertising statements by celebrities are bought does not have to be explained to the consumer. But when Christa Rigozzi advertises heating technology, one can at best find it "cute," but a coherent overall picture does not emerge. It's more likely when a young woman positions herself as a sporty Red Bull presenter, hosts a show called "The Experiment - Where's your limit?" and advertises the Migros sports line: Annina Campell. That's consistent. And a fat shot in the arm. The Bakom saw the RTVG violated, which prohibits "permanent program employees " of Swiss television to participate in advertising. The SRG is fined, the situation not clarified: For what is a permanent cooperation? Especially in the entertainment sector, assignments are clearly limited to individual programs or projects, and the income is not enough to live on for all those who are not "permanently" on assignment. A sideline is needed. And this is where the vicious circle comes full circle: The basic prerequisite for the success of a personality is a strong TV presence with the greatest possible reach. In Switzerland, this will continue to be provided primarily by Swiss television in 2014. And it pushes all those who do not show their face there "all the time" involuntarily into a legal (and moral) dark gray area again and again: Am I allowed or am I not allowed? Should I? And what happens if I just do it? To read at the beginning of this paragraph.

So in order not to have to do without "faces of brands" and above all their impact value, other strategies are needed. In the digital age, the necessary media presence is built up in other ways: Radio voices get faces on the web. Top tweets bring followers. Creating and moderating new formats that may not bring in ratings, but a high number of downloads. You no longer put celebrities in an artificial frame, but instead emphasize those qualities that actually make them outstanding. Show the things they believe in, what they fight for and, of course, the things they would buy. Not only a face is enough, it needs the whole personality. Then a testimonial also advertises with heart. And so, in conclusion: cheers to Miggy! I really buy everything about this cool pig.