Emmi: Packaging relaunch and repositioning with plenty of Swissness
The dairy processor Emmi is repositioning its products under the umbrella brand «Emmi.» Typical Swiss symbols and a silhouette of a mountain peak in red and white are the key elements of the new, uniform packaging. The goal is to attract more consumer attention and make it easier to find products on the refrigerated shelf.
As part of the relaunch, products from the white (dairy and fresh products) and yellow (cheese) lines will be placed under the same brand umbrella. From August 2010 and in the following weeks, around 150 products will be given a new,
uniform packaging. This includes products such as Toni yogurt, Emmi Birchermüesli, Emmi Griess Töpfli, Vorzugsbutter, as well as Winzer, Swiss Alp, Couronne and Emmi Raclette at the cheese counter. The brand pillars "Emmi Caffè Latte", "Kaltbach" and the "Wellbeing" division (Aktifit, Benecol) will remain independent. "As a Swiss company with products made from Swiss milk, we want to communicate the origin to consumers in a simple and understandable way," Robin Barraclough, Head of Marketing Emmi Group, is quoted as saying in a statement. The start of the classic campaign - TV, print and new online presence - is September 1.
uniform packaging. This includes products such as Toni yogurt, Emmi Birchermüesli, Emmi Griess Töpfli, Vorzugsbutter, as well as Winzer, Swiss Alp, Couronne and Emmi Raclette at the cheese counter. The brand pillars "Emmi Caffè Latte", "Kaltbach" and the "Wellbeing" division (Aktifit, Benecol) will remain independent. "As a Swiss company with products made from Swiss milk, we want to communicate the origin to consumers in a simple and understandable way," Robin Barraclough, Head of Marketing Emmi Group, is quoted as saying in a statement. The start of the classic campaign - TV, print and new online presence - is September 1.
Responsible at Emmi: Robin Barraclough (Head of Marketing / Katharina Müller, Group Brand Manager). Creative agency (for classic media): Scholz & Friends Zurich, Wolfgang Steinhaus (Managing Director). Packaging design agency: The Brand Union Hamburg, Elke Pietzsch (Consultant Director). Web agency: Dot Pulse Zurich, Imre Sinka (Managing Director).
(Assortment Switzerland)
(Assortment International)
