Following a pitch, UCB Pharma has chosen Eugster Kommunikation as its new advertising agency and has entrusted Eugster with the brand relaunch of the tonic Revitalose. The first advertising measures are to be seen this year in the form of advertisements, displays and shop windows. Guerrilla measures are also planned.

This materialistically influenced lower class is oriented towards the consumption standards of the middle class and often feels socially declassed.this milieu represents the materialistically influenced lower class. Its representatives often live in precarious social and financial circumstances. The consumer-oriented workers seem to be engaged in a constant struggle against social declassification, as they can only differentiate themselves from social outsiders. They cope with this unpleasant situation by trying to adapt to the consumption standards of the middle class, at least outwardly. This in turn means that consumer-oriented workers often live beyond their means. Because people feel that they cannot influence their own fate, they like to blame others or "society" itself for their misery. This is why any additional change in circumstances, for example through
modernization processes or social change, are also seen as a further threat to their own security.
Consumption-oriented workers try to escape their everyday lives as often as possible. They seek distraction by socializing with like-minded people, often by going to a pub or a sporting event. Television is also a popular way of distracting themselves from their unsatisfactory living conditions. Otherwise, people go hiking, for example.
This segment accounts for around eight percent of Switzerland's consumption potential*, with a regional focus on Ticino (ten percent of respondents) and French-speaking Switzerland (13 percent). The target group of consumption-oriented workers covers a broad age spectrum between 30 and 60 years. The milieu is predominantly male (58%); it also includes many single parents. In a comparison of milieus, this group also has the highest proportion of divorced people. Around two thirds of consumer-oriented workers live in households with one or two people. As a rule, members of this milieu have basic or intermediate educational qualifications and are employed as skilled or unskilled workers or simple employees. The main income in this milieu is less than CHF 2,500 net per month.

Marketer The new Head of Communications at Publisuisse is Nicole Rogenmoser, a qualified communications manager who took over from Markus Hollenstein, who became Head of Marketing at the advertising time marketer on April 1, on July 1. Rogenmoser previously worked for over five years as Head of Advertising at Emmi Switzerland.

Trek Fahrrad GmbH has chosen Advico Young & Rubicam (AY&R) as its new advertising agency; the Dübendorf-based company is a subsidiary of the US company Trek, which recently acquired the Swiss bicycle brands Villiger, Arrow and Tigra. AY&R prevailed over several BSW agencies in a multi-stage selection process. Trek wants to lead the three bicycle brands to new successes.
will lead the company, according to a press release. AY&R will support them in further brand development. The first measures should be seen over the course of the summer and fall.

Following an agency evaluation, Trimarca Kommunikation in Chur was commissioned to design the marketing and communications for the St. Moritz Health Center, a medical center for urologists, gynecologists, ophthalmologists, dermatologists and other specialist medical disciplines that will open in 2004 in the complex of the former St. Moritz spa. Trimarca will launch the center in autumn 2003 with internal and external communication measures.

Packaging 2 Elegant packaging is the trend, ecology only plays a subordinate role, says Martin Amann, CEO of Future Brand AG in Reinach.WW The consumer goods sector is characterized by strong concentration tendencies. What effect does "globalization" have on packaging design? Martin Amann: National characteristics still have an importance that should not be underestimated. My colleagues in Italy, for example, always joke about the sober, simple packaging culture in Switzerland.
I see. We'd like to know a bit more about that.
In Italy, sausage products are almost exclusively packaged in opaque films with emotional images. That doesn't work here. Consumers want to see what the meat looks like. There is a trend towards sentimentality in Italian packaging. Playing with the ideal world is important. On a detergent pack, we can sometimes see a woman "cuddling" with her soft sweater. Or on a biscuit bag we can see an ideal picture book world with a farm, flowers and children. These kinds of products are much cooler and more sober here.
All the clichés come together in perfect harmony: temperamental Italians, sober Swiss... It depends on what you use as a basis for comparison. From an Italian perspective, it may seem that way. It looks quite different when we compare Swiss packaging with American packaging. The American packaging seems significantly tougher, more striking, even more brutal.
When you walk through the shelves of local wholesalers, you get the impression that packaging is becoming more emotional here in Germany too.
Yes, absolutely. There is a trend towards more sensuality. Even everyday things like yogurt or chocolate send out the message: "Treat yourself, do something good for yourself." Packaging technology makes it possible to print colors, but above all photos, ever better, brighter and clearer. This conveys a better mood. Today, the image of a red pepper on a ready meal sometimes looks crisper and fresher than the original in the vegetable box.
Nevertheless, even the most beautiful packaging becomes waste... Just a few years ago, the ecological aspect was the central issue. There was a debate about whether every lidding film was really necessary. It was the time when collapsible bottles and refill packs came onto the market. Some of these ecological achievements have become standards. But ecology is no longer an issue. On the contrary: highly refined packs are the trend. Take a product such as "Celebration": these are miniature versions of various chocolate bars, each one in its original packaging and the whole thing then packaged again in an elaborate gift box. Something like this would have been unthinkable five years ago, but today nobody gets upset about it.
Which market is the most innovative when it comes to packaging? The variety of mineral water bottles alone is breathtaking. Some look like perfume bottles, others like plastic bidons used by cyclists. In contrast, our classic liter bottles look like remnants from the Middle Ages.
Packaging is increasingly being awarded prizes, just like architecture or furniture design. A positive development?
It is to be welcomed if there is more discussion about packaging. Nevertheless, I think such events are nonsensical. The focus is usually one-sidedly on creation. But packaging also has to sell. Only overall concepts should be evaluated, i.e. all elements of the marketing mix including the product. Everything else is nothing more than a beauty contest.
A trend towards more sensuality in packaging design can be seen in more and more products.

Packaging expert: Future Brand CEO Martin Amann.

Interview: Thomas Vaterlaus

Magazines The facelift planned for Facts in the fall will not be stopped, but there are no plans to relaunch the loss-making Facts, said Tamedia CEO Martin Kall at last week's press conference. The title should be given time. But what about the facelift announced in March for the fall? And how is the magazine to be "sustainably strengthened" without conceptual changes? A clear answer is not currently available from Tamedia. "The facelift has not been stopped, but there will not be a large-scale relaunch," said Tamedia spokeswoman Franziska Hügli on request. "We can't say anything more specific at the moment, the discussion about this is only now really getting underway." What is certain is that "Facts, which is very successful in the reader market, is not optimally converting its strength into francs. We have to work on that now." She also confirms that internally "quite a few people have been thinking about Facts for some time" and have also brought in German consultants. "But none of this will result in a completely revamped magazine," emphasizes the press spokeswoman, who does not want to rule out various "conceptual retouches". "Nothing is set in stone," she says. However, the main aim is for Facts to return to its best days and to implement concepts such as relevance and topic leadership.
(mk)

Similar to Greco-Roman mythology, the communications industry has actors who are assigned a very specific task, such as the delivery of messages, and the ancient protagonist was Hermes, or Mercury. Today, his function is performed by the mass media. Six years ago, the Media Trend Journal (MTJ) launched the Media Trend Award to recognize their transport and service qualities. The trophy in the form of a stylized wing refers to the feathered shoes of the messenger of the gods and goes to both media companies and media marketers.
This year's MTJ Awards were both surprising and expected. The fact that Bruno Oetterli and Radiotele (RT) came first among marketers is now a running joke. Since the award was introduced, RT has always won gold, with only bronze coming in 2000. RT employees are rewarded for their good performance with a generous company outing.
This year's media category came up with a well-received surprise. Jean Frey AG made a huge leap forward: the Leutenegger-Rubner-Köppel management troika made up no less than ten places - from eleventh to first place. Peter Menzato was so pleased that he snatched the microphone from his boss Filippo Leutenegger's hand on stage to make a spontaneous acceptance speech himself.
The evening was characterized by an exuberant atmosphere and the joy of the winners about their winnings. An absolutely successful event!
Hermes' winged shoe inspired Andreas Dobler in the design of the MTJ Award.
Beat Fritsch really put in the work before the summer break. In addition to a pleasant evening at the Idée-VfW communications association, which he presides over, the ASW's anniversary AGM was also on the agenda (pages 28/29). And last but not least, the Media Trend Journal presented the coveted Media Trend Awards for the sixth time. This event took place at Moods in the Schiffbau building and attracted the likes of the whole industry.
Where the communications, media and publishing scene meets for its events, we locate at the most diverse events. Do you already have something to report? Pick up the phone (01 296 97 98) or hit the keys ([email protected]). Event tips and more shortlist pictures are available online at www.werbewoche.ch.

The pictures went through the world press and shocked: the American chief sheriff Bush lost control of his Easy-Glider and almost fell flat on his face.local transport A Rollerblader is simply no Airforce One, even if it is powered by a Code X5 passenger train unit. The thing with the 24-volt brush electric motor has it all. This can be verified by taking a closer look at the "glider pass" from the Weber Hodel Schmid agency. The official-looking paper is designed in the same color and shape as a vehicle registration card. The advertising messages are hidden in the appropriate sections, just like official information in a real ID card. If that's not enough, you can find out more at www.easy-glider.com.

The Biel-based Internet agency Orange8, together with H2O Media from Munich, will be responsible for the entire Internet presence of the German car manufacturer Smart GmbH, in particular for the Car Configurator, which customers can use to put together and order their dream Smart online.

Packaging 6 Age-related visual and physical impairment can quickly turn a senior's desire to buy into consumer frustration. A study reveals a need to catch up in terms of age-appropriate packaging Anyone living in a mixed-gender household will be familiar with the discriminatory potential of jam or pickle jars. "Here, you open this damn thing," is the familiar lament of women who have struggled in vain with one of these high-security objects before passing it on with an indignant look and a dry towel.older people struggle with drinks bottles, tins, plastic film and other unruly packaging even more frequently and fiercely than women. As these everyday dramas usually take place behind the closed doors of senior citizens' apartments or retirement homes, they hardly ever reach the public eye. And therefore not in the consciousness of those who could provide a remedy or at least a little more convenience: The product managers of food corporations and major distributors.
Red rather than blue shadesIf demographers are to be believed, this ignorance of the packaging needs of the so-called "best agers" will soon take its revenge. According to the Federal Statistical Office, the only segment of the population that will grow in future is the over-50s, and especially the over-64s. Manufacturers and designers who respond to the wishes of this above-average wealthy age group before 2040, when one in four Swiss will be of retirement age, are likely to be richly rewarded. Optimally designed products allow these people to feel taken seriously as consumers and to continue to feel independent despite minor physical limitations. Japan, which is already significantly over-aged, has recognized the signs of the times: Not only is it the most innovative country when it comes to age-appropriate products (such as wheelchair-accessible cars or walking robots); Dentsu also operates the world's first special unit for "Senior Communications" in Tokyo.
Marketing and advertising agencies in Germany would also benefit from a little more ageing know-how. In its pioneering study on "Packaging (in)convenience in the growth market of senior citizens", the Saarbrücken-based consulting institute Meyer-Hentschel comes to the conclusion that the problems do not just begin when the product is opened, but also when branded products are selected. Decreasing visual acuity and increasing sensitivity to glare turn small printed product information on reflective foils into puzzling lettering. And unfavorable color combinations (such as light blue-pink or blue-green) can quickly turn chic, recognizable logos into black holes for ageing, yellow-tinted eyes. "If you want to specifically address this increasingly important target group, or at least not write them off from the outset, it's best to stick to orange and red tones," recommends Hanne Meyer-Hentschel, head of the consulting firm of the same name.
Avoidable damage to imageIn terms of packaging, however, the fact that by the age of 65 - statistically speaking - a third of muscle strength is lost and joint mobility decreases dramatically is far more serious. So it's no wonder that 92% of the 60-plus generation reported "regular problems opening packaging" in the revealing German study. Just under half of the 500 respondents are even annoyed every day by flabby refill bags, stubborn screw caps, vacuum-packed coffee and "ice foil" that can only be cracked with scissors (see table).
The frustration of a bear trying to reach the honey of a bee's nest hidden in a knothole with its clumsy paw can hardly be greater than the age-related failure of inappropriate packaging. Accordingly, 34 percent of older consumers avoid products that they once had difficulty opening. And one in five of those who have experienced such problems tell their friends about broken fingernails, cuts on the back of their hands and other injuries inflicted by the packaging industry - which has already resulted in product liability costs for companies that have made mistakes as well as damage to their image in the USA.
On closer inspection, cartons, bottles and cans that do not work or only work with the use of force even have an inherent socio-political dimension: "Because they represent obstacles to leading an independent life for as long as possible, age-inappropriate packaging is a potential source of social costs," Meyer-Hentschel points out. She is particularly critical of the pharmaceutical industry, whose life-sustaining tubes and film-coated tablet dispensers are too much for 16% of the core target group. Unlike in Germany, the local old people's organization Pro Senectute and the Foundation for Consumer Protection are still dormant in this respect. In any case, both institutions responded to an inquiry from Werbewoche with a firm "we don't have an opinion on this yet".
For the time being, the only consolation for Swiss packaging victims is the realization that here, too, the lock is sometimes invented before the key. Or as Thomas Hine states in his industry classic "The Total Package": "The tin can was invented in 1815, but the can opener didn't exist until 50 years later."
Making life difficult for older people: twist-off and other food closures.

List of packaging toxins: What the 60+ generation avoids when shopping.
Oliver Classen

The UN has declared 2003 the International Year of Freshwater. The aim of this campaign is to promote public awareness of the sustainable use of freshwater reserves.Graphic design In Zurich, the aim is being implemented with the "Water City Zurich" project. A water trail with numerous exhibition sites along the Limmat and Sihl rivers forms the blue thread. Posters will also be put up around the exhibition sites, each explaining "amazing and everyday things about water" in a playful and entertaining way, as the agency TBS Identity explains. Tobler Burkhart Schädelin have designed 100 unique posters especially for this exhibition.