One million free chocolate bars for one million households
Cailler is relaunching its milk chocolate and celebrating the relaunch of its classic with an unusual campaign: one million bars will be distributed to the letterboxes of one million Swiss households on Thursday.
On Thursday, September 21, Cailler will send 1 million 100-gram milk chocolate bars to one million households in Switzerland. With a bit of luck, anyone without a stop sticker on their letterbox will benefit from this unique campaign. Anyone who doesn't find a Cailler bar will receive a free gift as part of the large-scale "Who are you making happy today?" campaign. Cailler.ch/plaisir another chance. You can enter the name of a person who is to receive a Cailler milk chocolate. This promotion is only valid while stocks last and is limited to one bar per sender.
And finally, 400,000 vouchers will be distributed in letterboxes, with which consumers can receive a second bar of milk chocolate free of charge for a new bar purchased at selected points of sale and taste the new Cailler chocolate directly.
Advertising campaign with emotional film
The campaign will be accompanied by a 360-degree advertising campaign with an emotional film that will be shown on TV and in digital media. The campaign will be supported by posters, advertisements, a newly launched Cailler website and numerous other activities.
"With our unusual campaign, we want to make as many people as possible happy for a little moment. We are inviting them to try the new Cailler milk chocolate with family, friends or just for themselves and be won over by the intense new taste experience," says Alessandro Rigoni, responsible for the Chocolate Division at Nestlé Switzerland. "With our relaunch, we are giving Cailler a contemporary design that remains true to the traditional brand and reinforces our commitment to local, sustainably produced ingredients.
According to Nestlé, the campaign was developed in-house with the help of freelance communications experts.
New packaging design emphasizes Cailler's long-standing tradition
True to the brand and Cailler's core values, the milk chocolate bars with the new recipe can be recognized not only by their more intense taste, but also by their new packaging: The golden stamp with the Maison Cailler, the Swiss flag and the imprint "Chocolat suisse depuis 1819" stands for the long-standing tradition of Switzerland's oldest chocolate brand still in existence.
All Cailler milk chocolate products are available in stores throughout Switzerland with a new recipe and refreshed packaging. At the same time, all other Cailler products have also been redesigned and are available on the shelves with the new contemporary design. (pd/hae)
