Cool soap for 3D Thomy family

No mustard: Even today, children's drawings with creatively designed little men regularly arrive at Nestlé. Thomy as an advertising figure is popular and still enjoys an active life. This is not a matter of course for an advertising figure who first saw the light of day in the 1930s. Thomy thus belongs to the first generation in the history of personified brand promises. Thomy was also the first company in the world to package mustard in tubes in 1934. To publicize the new product, Thomy soon launched a competition. The public was allowed to find a name for the figure that would appear in all future advertising. After evaluating the more than 20,000 responses received, Thomi + Franck finally decided to rename the "Mustard Man" "Mustard Thomy. The "i" became a "y", as Hans Thomi found the spelling "more suitable for international campaigns". The foresight was justified. With the experience gained from mustard production as a basis, Thomi + Franck also launched the first industrially produced mayonnaise in Europe in 1951. In the meantime, the manikin was given a face and arms, and the company was integrated into Nestlé's product range. At the end of the 1980s, Thomy appeared in TV commercials for the first time. After a lengthy "break" from broadcasting, during which Thomy provided entertainment in print and in promotions, the advertising figure returned to the screens in 2007. In the meantime, however, the market for Thomy products has changed considerably. Own brands of the major distributors compete with the pioneer. Conversely, Thomy has long since stopped selling just mustard and mayonnaise and now offers a wide range of sauces and dressings. This new world is now to come into play in a new advertisement. After an agency evaluation, Advico Young & Rubicam has been entrusted with "leading Thomy into a new era - without losing the old values," as the responsible CD Philipp Skrabal explains. Thus, the goal of the new appearance was to reach a younger target group and to communicate the wide range of products. AY&R solved the task by transferring the Thomy man from the old world with only two dimensions to a modern world in 3D. "With the computer animation, the characters have become more real and the style more modern, without Thomy and his friends losing their charm," consultant Tanja Mezan is convinced. The Thomy stories and claim were also given a refresh. The male got friends with the various Thomy products. In the first three spots, these play together in a refrigerator - where all Thomy products live. The stories are structured like the episodes of a soap opera and also take up elements of the popular genre in terms of content. The brand message "Thomy makes the best out of the best" was shortened to "Thomy makes more out of it.
Andreas Panzeri
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