25 years of "Naturally. Right. Good." - The Naturaplan anniversary campaign has started
Genuine, honest and approachable: Naturaplan, the market leader in the Swiss organic segment, has a new look across all channels.
Switzerland's best-known organic brand, Coop Naturaplan, has just started its 25th anniversary. Whether via TV, digital channels, print or in all Coop stores throughout Switzerland: Naturaplan, the market leader in the Swiss organic segment, will be the talk of the town in the coming days and weeks.
Virtue, Vice's creative agency, worked with Coop to revamp its brand identity as part of the anniversary. Based on this, a genuine, honest and accessible campaign has been created, which will involve digital, social and classic channels over the coming weeks and will kick off an unforgettable anniversary year. At the heart of the new image and a unifying factor across all measures is the new claim "Natürlich. Right. Good. In order to meet the demands of a modern organic label, in the future not only ideal needs are to be addressed ("Right."), but also personal demands on an organic diet such as the origin of products ("Natural.") and, last but not least, personal well-being and enjoyment ("Good."). The new message is conveyed, among other things, with the new Naturaplan commercial, which can now be seen throughout Switzerland on digital channels and on TV. In a powerful but unaffected way, it tells viewers why Naturaplan has been doing what it has been doing for 25 years.
In addition to the above measures, the new image can now be seen not only in all sales outlets, but also in detail on the new, tidy website, which is also structured according to the claim Naturaplan website to be considered as a "brand". In the digital space and on social channels, the new claim will also be anchored via attention-grabbing formats and deepened by means of content formats on social media. It will be interesting to see what else will be seen in Naturaplan's anniversary year...
Client: Coop. Responsible Lead Agency: Virtue Switzerland. Realization TVC, film production: who's mcqueen, directed by Humbi Entress. Implementation TVC, music/composition: HitMill. Website implementation: Nexum. Implementation Digital Ads: Goldbach Interactive. Photography: b.m-r fotografen, Sylvan Müller; Esther Michel. Implementation POS: circlefour communications.
