Detergent cR Basel has the Bio new
and to this with the Magaland
its own world of
Maga is known to the clean Swiss as the most
Detergent known for everything colored. The traditional brand is
Invented in 1930 at Steinfels in Zurich, and in 1952 became a
fully synthetic detergents have been further developed. According to
aSpecialization in 1957 as the first detergent in Switzerland for
This was followed by further diversifications from Compact to Maga
liquid in 1995 or Maga Color Dark magic in 2002.
Important Color Player
After an interlude at Henkel in Pratteln, Maga has been employed since 1997 at the
produced abroad. However, the detergent for the Swiss market is
still distributed from Pratteln. Maga today as a compact powder
in the bag and normal in the box is sold by all retailers except Migros
distributed. The brand is a major player in the Color sector behind
Persil and Ariel. The market share "must be strengthened, however," as
Product Manager Marcel Theiler at Henkel in Pratteln says. With this
Company will also still well-known brands such as Persil, X-TRA,
Perwoll, Bref, Pril, the Schwarzkopf cosmetics line and the glue stick
Pritt distributed.
Maga is promoted by cR in Basel. As the last work so far, the
Agency produced a spot for the detergent in 2003. Without pitch -
"because Henkel was very satisfied," as Marketing Manager Irina Jermann
says - cR has now been commissioned to provide Maga with the loyal but
to rejuvenate our customer base, which is shrinking due to age, and thus further
strengthen. Families with children are thus defined as the core target group
been.
In this environment it fits ideally that Maga with the figure Bio about
has a sympathetic male known for years. The male is
also politically correct, because organic is demanded today more than ever.
Although all detergents are now biologically similar "problem-free"
degradable, and the term organic at Maga has always referred to
"biological washing power." This is able to counteract the magical effect of organic at
Maga but not to do any harm.
Invented in 1930, Maga was first advertised in 1943.
The first commercial followed in 1965. In 1968, the addition of a new
enzyme was first introduced to the advertising figure Bio. Dem in the people
male, which soon became very popular, later became a partner
named Softy to the side. But the relationship did not last long,
Softy has since withdrawn both from the market and from social
life withdrawn. But today, organic is more vital than ever.
A world of its own created
The advertisers achieved this by creating for their mascot a world
called "Magaland" have created. The key visual lives there in a
Atmosphere between a modern comic strip and a wholesome family world. In Magaland
are deliberately real people on photos with drawn elements
as if from a stylishly simple children's book. Bios world shall
be cheerful and colorful here. The for traditional customers still
before important Swissness is shown with the Swiss cross on the T-shirt
of a boy who appears to be set up. Bio speaks its
audience in trendy language when he talks about a "maga-strong" effect.
The figure Bio as a key visual is also on all packaging again
increasingly present. Inside them you can find small plastic bios as
Sock clips. These clips are used so that two socks of a
Couple held together during the wash cycle. The organic clips
are a favorable advertising medium on the drying lines in
communal laundries, where around a third of all Swiss today have
cares for his laundry. At the same time, of course, the gadgets should
develop into a popular collector's item among children.
Also numerous surprises for children holds the web-site
www.magaland.ch ready. Here Bios worlds are not only animated,
but can also be printed as templates for coloring.
Further contents are information about the product as well as - one in the detergent
hidden gem for advertisers - an archive of old cult commercials from
Bio's career as a TV star.
In designing the new campaign, the creative team and the
media people sought a very close cooperation from the very beginning, as
Consultant Sylvia Ziegler of cR says. One has consistently "another
solution" is the goal. This is how Maga communicates in this new campaign
exclusively via print, while all other laundry detergents are
continue to invest their budgets in TV advertising. The campaign gets off to a flying start with half-page panorama ads.
These are intended to stand out with their bright colors and thereby
spread the right mood for a color detergent.
Events also play an important role in the promotion of Maga. At
of the Basel Book Fair on May 5, a first organic book in the style of
Globi's adventures presented. The world's largest jigsaw puzzle is to be created in Lucerne's Museum of Transport over a period of three days from 19 May. For the "Guinness Book of
Records", families are invited to explore Magaland with hundreds of a
Square meter puzzle pieces to design.
In this painting action, however, no one should get dirty clothes
get. Because the colors for the puzzle must be waterproof and thus
can no longer be cleaned even by a bio, all the
Participants of the event dressed in plastic overalls. But there will certainly be a bio emblazoned on it.
Andreas Panzeri
