Y&R Group Switzerland: True professionals rely on Total Black Express
For over 75 years, Swiss households have trusted Total, the best-selling laundry detergent for sparkling-clean laundry. This campaign, created by Y&R, focuses on the Total Black Express laundry detergent.
Since it contains no bleaching agents or optical brighteners, the brilliance and luminosity of dark and black textiles are retained. Real washing professionals know and appreciate this. What happens when you wash your clothes with the wrong detergent is illustrated by the case of a non-professional: a gangster is caught red-handed because his clothes are no longer black as night.
Responsible at Migros: Migros-Genossenschafts-Bund: Jürg Spring (Head of Own Brand Management), Jann Falett (Junior Project Manager Promotional Brands). Responsible at Y&R Group Switzerland: Markus Gut (CCO), Thomas Engeli, Swen Morath (CD), Stephanie Assfalg (AD), Natasa Maricic (text), An Le (image editing), Edi Walker (consulting).
