Food Bread consumption in Switzerland is
despite the huge range on offer. With an image campaign by the
The Swiss Bread Information aims to increase sales of the one-kilogram loaf.
used to be the most popular bread. In the cantons of Appenzell and Thurgau
bread weighing over two kilograms was commonplace. That has changed
fundamentally changed.
Although the variety of bread on offer in Switzerland today is still
a leading position in international comparison. However, the
prosperity, changing consumer habits and the more abundant
food supply have not only influenced the weight of the loaves, but also the
overall sales of bread have shrunk. In the last fifty years
consumption of bread fell by a third and today stands at a
daily ration per capita of 131 grams or around 48 kilograms per year. The
corresponds to one third of consumption in Eastern Europe and is also in the
Western European environment 25 percent below the average.
Nevertheless, sales have remained stable at the same level for ten years.
low level. It has long been recognized that bread is not
can be positioned as a staple food, but as a product,
which should be enjoyed in all its diversity - "and which, thanks to
The influence of the parental home accompanies us throughout our lives",
says Ursula Sutter, CD and management member of the Stoll Traber advertising agency
and Partners (STP). This aspect and the trend towards more bread consumption
at lunchtime - because of the shorter lunch breaks for working people - the
new advertising campaign.
Initially with two motifs aimed at young adults
and bread as a constant companion to daily life.
represent. These will be joined by two further subjects next year,
mothers and children with the headline "Me and my bread".
target.
By 2008, the Swiss Bread Information aims to have a total of
twelve advertisement subjects to reach the general public.
and conscious consumption of bread. These still represent
only the most visible part of the communication. The main part flows
namely to continue to
Direct contact via information material and publications for schools, experts and interested private individuals.
With the new advertising idea, which is based on the increasing out-of-home catering
In the wake of the global pandemic, there have also been major changes in the media mix.
The focus here is now on print media. Compared to the
trade fair appearances in recent years, where the Mariage Suisse -
Local bread, cheese and wine - stylized as a gourmet experience
the bold advertisements are gaining in importance.
In doing so, they strengthen the perception of bread by not only
Draw attention to freshly baked bread and thus stimulate the longing for
for warmth, but also to the documentation platform
on the Internet. Here, the association pushes forward with in-depth
information, i.e.: many USPs that can be
not be emotionally charged.

Luca Aloisi

The news magazine Der Spiegel is now also planning to publish a
book series to tap into new sources of revenue. Following the example of the Süddeutsche
newspaper, which has more than 10 million copies of its 50-volume SZ library.
has sold volumes, a comprehensive literary exhibition is to be published next year.
series will be launched, as the industry magazine Werben & Verkaufen
(W&V) reports. Publishing director Matthias Schmolz, at Spiegel
responsible for ancillary business, confirmed that a "concept
with high standards and a clear orientation function"
is being worked on. It is still too early to talk about details.
According to W&V, however, it is certain that the "large mirror library" 2006
will come. The trade journal writes further (quoted in the Netzeitung):
"If Der Spiegel succeeds in being nominated for the best 50 or 100 works of
German or world literature licenses, and to give readers the opportunity to
an attractively priced offer, then a million-dollar success is guaranteed.
possible - and a seven-figure profit." In addition to the planned series
the news magazine is also expanding its book business with its own content.
from. After the surprising million-dollar success of "Dativ ist dem
Genitiv sein Tod" by Spiegel-Online editor Bastian Sick are
at least three more Spiegel Online books in the works.

Chocolate With a new cinema and TV commercial, Exxtra is positioning Chocolat Frey more strongly as a premium brand.
Frey takes you into a mystical world. The destination lies in the
independent positioning of the brand in the premium segment. The
A fairytale story is built around the brand logo. The
The unicorn is the heraldic animal of the Frey family, who founded the
Migros chocolate factory was founded in 1887.
Two years ago, the unicorn became the dominant element in the new
Chocolat Frey's corporate design. With such a
symbol, you want to differentiate yourself from the competition. Here are
all the other clichés in the style of "The Art of the
chocolate-making" for advertising.
CD Dieter Hofmann at Exxtra comments: "The masterful production
of chocolate is obvious, but says nothing about the
Profiles about the brand, because that's what everyone does these days."

Positive development since 2003
With Chocolat Frey, Migros is the market leader in a highly competitive
market, which generates annual sales of over 700 million francs. The
There is still potential to expand the position, particularly in the
premium segment, a field that is characterized by well-known
traditional brands such as Lindt & Sprüngli and Cailler.
Frey is the market leader in the entire sector - but when it comes to chocolates
only in 4th place.
The traditional, with which the world of chocolate is predominantly
is not so easily associated with the dynamic Migros brand.
combine. That's why Chocolat Frey is now to talk about the seductive
world of a magical fairytale character can be made "giftable". For
Fairytale moments: encounter with a unicorn.
The first TV commercial from 2003 with the elegant lady and the unicorn on
der Allonge laid the foundation for this clear differentiation
compared to the competition. Since then, this has also manifested itself in the
latest data from the "BrandAsset Valuator 2005" brand study. Here
Chocolat Frey both in terms of brand vitality and brand stature
a positive development. The new commercial is intended to strengthen the brand image
and the world of the unicorn, as a symbol for the
Seduction, maximum pleasure and purity, consistently further developed
be

Filming location Giant Mountains
The new, lavishly produced commercial for Chocolat Frey transports you to
an enchanted forest. The spectacular backdrop for this was on
Giant Mountains near the Polish border. Filming was done in the style of
Ridley Scott planted and used a lot of flora and fauna. One
young woman in a white chiffon dress steps down from a
idyllic clearing into a mysterious forest. There she encounters
a unicorn shyly disappearing between the trees. Fascinated
she searches for the mythical creature and gets deeper and deeper into the forest,
which suddenly seems threatening. Until the unicorn suddenly appears on a
clearing stands before her. The young woman feels magically attracted and
wants to touch it. But when she touches it, she stands alone on the
clearing. What remains is a chocolate in her hand, with the
Chocolat Frey unicorn logo on it. "Chocolat Frey. For fabulous
Moments" follows as a binder.
The film is designed as an image spot. A presentation of the products
is still to follow. The spot will be shown on TV in a 90-second version.
supplemented by a shorter version of 46 and a reminder
of 15 seconds.
Only the long version is shown in cinemas. "It takes a certain length to
to be able to capture this magical world and let it take effect," says
Exxtra. The commercial was produced by Made Srl/Milan under the direction of
by Alberto Colombo. The music is by Jingle Jungle. The
The campaign was launched on October 17.

Andreas Panzeri

Sporting goods The most important target group of the
Sport Factory Outlets in the Bally area in Schönenwerd are the trendy and
price-conscious snowboarders. For them
Ruf Lanz kicked off the 2005/06 winter sports season with a pointed advertisement.
and poster motif. On display: a last reminder of the
Summer; the leftover wooden stalk of an ice cream that formally
is strikingly reminiscent of a snowboard. The laconic footer should
will speak from the heart of every snowboard fan.

Television Ringier TV expands into the East and realizes a reality format in Romania as a pilot project.
Ringier in five countries of the former Eastern Bloc thanks to
Successful results through perseverance in a difficult environment. This
forms the basis for Ringier TV's foray into new markets.
Specifically, we would like to
the responsible parties in the Romanian capital Bucharest,
where the publishing house already successfully publishes eleven print titles and
is one of the largest publishing houses in the Carpathian region. "The
Expansion opportunities in Switzerland are limited," says
Management Board member Fibo Deutsch, responsible for the
strategic interests of Ringier Television. So what could be more obvious?
than to increase production in the East? Admittedly, due to
government regulations, it can be difficult to make television yourself,
let alone operate its own transmitter, but individual
Launching programs is always possible, says Deutsch.
According to Marc Görtz, Managing Director of Ringier-TV,
the project for the production of a reality format.
"We bought the license for an existing format, incidentally also
for Switzerland," says Görtz. However, he does not yet want to reveal
what kind of program it is. A first season is planned with
twelve programs next spring, a second one the following year.
Autumn. Ringier will not operate under its own name in Romania, but under
will operate as a new company under the name "Zana Media", together with Faro TV
("Joya rennt") will realize the production and distribute it via Prima TV, the
fourth-largest broadcaster in Romania. "Nobody here has
waited for us," says Görtz, which is why they tried from the very beginning to
to link its own print media with the program cross-media. "We
want to set up the entire production with local people," says Görtz.
The reason for this is the low-cost production conditions.

Will the Czech Republic be next?
With this project, Ringier is, so to speak, knocking on Prima TV's door.
Coincidentally, the production that Ringier wants to realize was listed on
the wish list of Prima TV. The channel is also on the move from
Fourth place to third place in the national comparison. The Swedish
Last March, SBS-Broadcasting sold its block of shares in Prima TV
to 86 percent. It appoints the station's former head
Entertainment
TV 3 and program developer of SF DRS Christoph Bürge as CEO.
However, Görtz also mentions talks with larger broadcasters, such as
"Antenna 1" by media czar Dan Voiculescu, the president of the
conservative party.
The project is initially intended as a pilot, which - should it be completed in
be successful within six months - in other Ringier countries
will be exported. The next country to be considered would probably be the Czech Republic.
question, although the market there is already highly competitive, estimates Görtz.
Hungary, on the other hand, is difficult because, apart from state television, there are only
two private stations and Slovenia is too small a market,
Görtz explains further considerations.
As for the broadcast of the reality format in question in Switzerland
the decision is to be made in the next six weeks.
On the one hand, the focus is on Swiss television, on the other hand
but also to the new channel, which is expected to be launched in the coming
February - Elevator TV.

René Worni  

Column Reliability is unexciting, as is trust. But strong brands need both. A song in praise of boredom: Buying boredom? The common finding suggests
certainly suggests the opposite: "The biggest business you can do with
consumers is the business with their boredom"
(Peter Bichsel). What the consumer must be offered from this
Perspective: maximum diversity, maximum variety, maximum
exciting experiences.
But why is Denner so successful? Why is Coop so popular? How
Migros is as much a part of life for many people as the air
to breathe? Ask thoughtful contemporaries who should know,
such as Philippe Gaydoul, the CEO of Denner:
Proximity is the main attraction - even more so than the many
the vaunted experience worlds on greenfield sites. Also attractive
simple orientation thanks to clear and repetitive
store layout. And finally, a relatively stable and
reduced product range ensures that the buyer masters this instead of
conversely, to be dominated by the complexity of the offer. Could
Boredom - i.e. the "lack of variety, stimulation and attractive
entertainment" (according to the Duden definition) - in this way to the core of the
become a sales success?
This secret of success would contradict the conventional diagnoses of the times:
"Current is what interrupts our constant boredom. Or in other words:
Since we can no longer be bored comfortably, we are
have become susceptible to fake news," says Peter Bichsel.
Of course, there are numerous examples in our modern consumer world,
which underpin this analysis.
But there has long been a counter-trend - as there always is.
And this is based on the interpretation of boredom as it is understood by the
philosopher of language Walter Benjamin is known: boredom is therefore
the dream bird that hatches the egg of experience.
Strong brands hatch from this egg of experience. They believe in the
The wisdom of common sense, according to which less is more. Therefore
focus them, thus ensuring a reduction in complexity and
alleviate the agony of choice in the face of a consumer world full of
exuberant and self-indulgent diversity. Creating strong brands
always the same, reliable experiences at all points of contact.
Karl May already reported on the aversion to "split
Tongues" in the world of the Indians. The surrounding staccato of
Innovations always generate the fear of a nasty surprise. Because
The staying power of brands that know what they stand for, that
confidently trust in what they can do and who put their heart, soul
are convinced that the path we have chosen is the right one for us.
This guarantees sustainable success and relaxation for the consumer.
So we are definitely susceptible to boredom. Or in other words
Words: We are also happy to identify with the brands that
reliably deliver again and again what we have traditionally expected from them.
are used to. Brands that attract us without effort are those that
let us know where we stand. And we find it relieving,
when brands do not constantly burden us with even more complexity, but
remain at their core. So you know intuitively and already in the
In advance, what is offered. That creates trust. A feeling that you
to a good acquaintance or even a trusted friend
feels. That's why people like to buy boredom.

 Jürgen Häusler is CEO of Interbrand
Zintzmeyer and Lux Group in Zurich and Honorary Professor of Corporate Communications at the University of Leipzig.

Radio Without Goldbach's radio pool, the future of the One Pool is open again.
Radio marketing concept Radiopool Switzerland, which Goldbach Media launched on
Radioday presented as an alternative to PubliGroupe's pool project
will not come to 2006, because various contracts are still running and the
time is considered too short. Goldbach CEO Klaus
Kappeler said in an e-mail. However, many radios would like to see a change
as of 2007, he notes, which is why Goldbach is now trying to
to "create a successful system for the entire radio industry".
realize."

However, this means that the One Pool, the only terminated
Radio combi, the question of the future. Several variants are conceivable: Radio 32
and Argovia uphold their termination and are committed to the
City Pool. In this case, the remaining members would have to
orientation: For example, by forming themselves into a residual pool that
go it alone or try the Goldbach model on a small scale.
try it out. And of course it's not impossible that radio
32 and Argovia withdraw their termination after all. Presumably
All these issues will be discussed at a meeting at the beginning of November,
says Jürg Bachmann, Managing Director of Energy Zurich.
  
Markus Knöpfli

Technology Canon, which is primarily active in the imaging sector, showed in Paris what the Group has up its sleeve in the modern
architecture of the Grand Arche exhibition center in Paris presented the
Canon recently presented its vision. This event, called Canon Expo 2005,
The company holds its first annual awards every five years in New York, Paris and finally
in Tokyo is the only platform in which the company participates.
all areas of the company at the same time and talks about his
medium-term strategic orientation. The Japanese
In line with its business divisions, the Group is presenting the current
and updated product portfolio.

The products presented ranged from portable, future-oriented
X-ray equipment from the medical technology sector and
Production facilities for chip production (not reported here)
new screens and color digital printing systems through to new
visionary possibilities in office communication.

Visualization at the center
The Group's most important segment is the various options
for the recording and visualization of images, moving images and the
Handling and output of documents.
While Canon relies on existing technologies in various segments
the company is working on the visualization of content in order to
a completely new process. In a joint project with Toshiba
factory to be built, these two companies want to create a
Competitive technology to plasma and LCD monitors on the market
bring. The monitors equipped with the so-called SED technology
were convincing in comparison to plasma and LCD screens at first glance.
view thanks to a higher contrast range - although this is not a
final or even qualitative assessment.
Such costly development of new technologies cannot and will not be
the Group can apparently afford: CEO Fujio Mitarai, who has left the company
from an immense mountain of debt of more than 6 billion euros so well
as liberated and made it more efficient, the
entry into the monitor market. He explained at the
Opening speech: "By 2010, we want to have a total of 3 million
SED screens. The new business area for Canon will be
another important pillar of our Group." Mitarai sets
The company also focused on ever shorter development cycles. Under his leadership
product development cycles have already been shortened from 18 to 6 months. With
the purchase of a supercomputer for the new building constructed this year.
Tokyo development center, he hopes to achieve a further
Significant shortening of product development.

Entry into professional digital color printing
As already reported in issue 31 of Werbewoche, Canon is planning to
trade fair Ipex in April 2006 a new color digital printing system
to introduce. This has already been shown at the Canon Expo,
even if not yet demonstrated live. Canon is also still holding out with
detailed information. Only a few
(chained) print samples were on display and a few key data on
experienced. According to this, Canon will produce a total of
three product lines onto the market (see box).
The star of the Expo for all those interested in digital printing was the
imagePress X. The printing system will print on papers up to 300 g/m2 and up to
format 33 x 48.3 (A3+). Regardless of the grammage
the system should print up to 70 pages/minute and use a polymer toner
use. The imagePress X is somewhat reminiscent of Kodak's
Digimaster systems, which Canon is known to distribute as an OEM partner.
under the name imageRunner. In contrast to these
150 pages/minute high-speed black and white printing systems, all
imagePress models Canon's own developments.
For the process optimization of print output, Canon presented at Expo 2005
presented a tool that is already available: Print Audit, a
service for analyzing printing costs, helps companies to record
of their printing and copying costs and identifies potential savings. Through
Optimization of document volume and devices are savings
of up to 30 percent are possible. Jens Björnsen, Office Solution Manager
at Canon Switzerland, explains the importance of process optimization in the
digital printing that the printing technology is only one aspect, the
Understanding the processes, including the willingness to change the paths taken in
of the issue is the other, even more important aspect.

Brave new office world
At the Expo, Canon also provided a glimpse into the future of
office world. Will the office concept presented there and apparently already
functional office a reality, intelligent projectors will be the future
change the way we work in office environments. These collect information on
images or text passages that can be marked on the projected surface. The
modern tools also listen to spoken words or react to
commands that are drawn on the projection surface. This is how the
The handling of information can be dramatically simplified once again.
   

Jürgen Franck

"Excuse me, ladies and gentlemen of the
Federal Office of Communications on Zukunftsstrasse in Biel, but you
exaggerate." This is how an open letter from Fibo Deutsch begins,
Head of TV at the Zurich-based media group Ringier. Deutsch defends
against the actions of OFCOM in the "Gesundheit Sprechstunde" case.
The RingierTV program is accused of violating the advertising rules.
reproached. "They say it is a grave sin and only by means of
criminal proceedings if the 'Gesundheit Sprechstunde' advertising
for the charitable organization of the Lung League," writes
German. In his eyes, it is merely a more sensible
form of public relations work by the League, as "all mailboxes with
of a stray mailing". Even with the naming of
medicines in the program and the references to the printed
Begleitmagazin Deutsch does not share Bakom's arguments. The
The full open letter can be read on the RingierTV website.
become:

Monika Zech has taken over the editorship of the
monthly magazine We Parents took over. Zech worked the last
six years as a journalist at the Tages-Anzeiger, most recently as a
Editor in the local section. She replaces Dodo Fessel, who has taken over the post.
for the last eight years and continues to work as a freelancer.
Staff member will write for We Parents.

Location marketing Great diversity
and exciting contrasts in a small area: this strength of the city
Baden highlights a new print campaign from the Mach agency: there is hardly a Swiss city that does not
potential new residents - companies and private households - the
rolls out the red carpet. Countless competition-relevant factors make
in the globalized market, the competition between locations has become a complex
matter. Profiling by means of passive
Acquisition tools such as information platforms or advertising campaigns
is of great importance despite the relatively high scattering losses. With
engaging and less abstract soft arguments support them
the active efforts such as the direct approach by the local
Economy.
Due to its size and the strong overlap in target groups, the
Baden, a small town in the canton of Aargau, last summer
Tourism, the economy and the population under a common
city marketing umbrella. This new department is currently
comprehensive new concept, which will be implemented from next spring.
Until then, it will fill the space with a flexible advertising concept from the agency
Make the gap - because the last campaign is against the background of the
changed factors can no longer be used.
The latter relate in particular to the expanded range of
training centers, commercial and residential areas, the regional
market potential and the cultural and leisure offerings. To maximize the
Competitiveness of the city as a sponsor and venue again
and to give Baden an adequate face, did a
Update of the image campaign Not. Compared to the pleasing
solid transformation from manufacturing to planning
High-tech industrial city, the ratio of jobs is lagging behind (again
over 24000) to the number of inhabitants (stagnating at 16500) clearly
behind. Baden has tended to develop into a working city,
in which, according to statistics, fewer and fewer adults between 25 and 39 and
Families living with children. A trend reversal in the declining
Even the residential construction boom has not yet led to dynamic growth. The
urban growth residential areas have merely offset the negative development.
can put the brakes on.

Playing with opposites
However, the increasing number of inhabitants in the city center in particular
optimistic. Exactly where the residents of Baden are affected by the
benefit from a wide range of offers that are all close together.
The poster campaign of the city and its important companies was based on
the special advantages of Baden and its companies to attract companies and
to attract investors, the new campaign strand appeals more to the
private needs. Be it entertainment, culture, wellness or
Shopping, almost everything is within walking distance and in a short time
achievable. This benefit is to be achieved with a wide variety of humorous
presented to the general public. The
The tension between the images and the concise headlines
is intended on the one hand to attract attention, but on the other hand also to
spirit of the small town. Unmistakable cityscapes and
well-known institutions contrast with the unexpected: nature
border on culture, hectic on tranquility, antiquity on modernity, explains CD Rolf
Kälin. In addition to the corporate design of the city, the advertisements thus
Baden also plays with the contrasts of the existing poster campaign
on. In any case, the advertisements reveal the upcoming advertising concept
nothing, says tourism and PR specialist Barbara Fahrländer.

Luca Aloisi

Corporate Publishing The inflation of
visual stimuli makes it difficult to anchor a strong visual language in
corporate publications. Professional photo editing can
A well-known bon mot claims that
Pictures say more than 1000 words. In view of the permanent
the sensory overload to which we are exposed, such a statement is too
relativize. Ordinary and arbitrary images are lost in the masses
They are hardly noticed anymore. This is intended to emphasize the importance of
optical information cannot be doubted, quite the contrary
On the contrary. The acceleration of the Internet and online databases
Inflation of images makes it indispensable for magazines and newspapers,
to work intensively on outstanding achievements in the visual field.
endeavor. What is needed is not as many pictures as possible in the sheet, but
Images that catch the eye and touch, but also convey content.
Turntable for the world of images
The decisive impulses for an effective appearance are provided in
in many cases picture editors. In some places, graphic designers procure,
Journalists or even secretarial staff who have been asked by the editorial
required images on the side, so to speak. High demands on the
quality cannot be met in the long term. That is why many
magazines and newspapers today rely on a professional
Picture editing. In many places, it is known as the hub for the world of
Pictures
has become an undisputed institution.

Ideally, the picture editing department functions as an interface between
Editing and graphics. The picture editors take care of
variety of tasks: In addition to the procurement of images and
Illustrations in various archives are the collaboration with
Photo agencies and the briefing of photographers, make-up artists and stylists
important points. Who has a comprehensive archive for
Nature pictures? Where can I get the latest picture of the newly crowned Miss
Switzerland? Which person will we stage the next cover picture with? How
Do I organize a photographer in India? Such questions must
answers can be found quickly and reliably. The archiving and
remuneration and the complex area of image rights are also part of the
the area of responsibility. This list underlines the fact that the
picture editor must be a generalist.

Changing accents
In many places in corporate publishing (CP), image editing
still has some catching up to do, although the challenge here is particularly great.
is. In contrast to consumer magazines, the picture editors must
here is not simply the clearly defined visual language of a single
maintain the paper. Under the umbrella of a CP agency, a series of
publications for very different companies: here
a glossy magazine for a food manufacturer, there a
Newsletter for an industrial company. There is a huge
range, and the accents are set differently each time. The
Employees in the CP picture editorial offices must therefore be flexible and
master completely different visual languages as required. At the same time
as advocates of the good image not only internally vis-à-vis editors
and graphic designers, but also put themselves in the position of
of the customer and arguments for the image selection made
ready. Creativity and organization, communication and precision
- Picture editing is a demanding job when high
quality standards are to be achieved.

Peter Christoph

Peter Christoph heads the editorial department of the communications agency Infel AG, which specializes in corporate publishing.