Brack Promotes and Strengthens Its Brand with a New Campaign
«Love is in the hair,» «Mundart,» or «Keine Hecktick»: One year after becoming the title sponsor of the Brack Super League, Brack continues to consistently develop its brand platform. Together with brinkertlück, the online retailer is relying on a campaign system that puts the classic advertising headline back at the center and uses wordplay to develop a distinct brand universe.
«Good wasn't good enough for us.»
With this statement, Roman Reichelt, Chief Marketing & Communications Officer at Brack.Alltron, explains why Switzerland’s second-largest online retailer is already further refining its campaign strategy. Although last year’s repositioning significantly increased the number of customers, traffic, and revenue, the campaign’s visual identity was not yet distinctive enough.
The answer is, «Order today, unpack tomorrow.».
The new umbrella campaign combines the brand promise «Unleash your potential» with the value proposition of next-day delivery. The iconic Brack package—known internally as «Bräckli»—serves as the common thread throughout all the creative elements. Sometimes it transforms into a lipstick, sometimes into a hair dryer, and other times into a hedge trimmer. In collaboration with the Zurich-based agency brinkertlück, this gave rise to a modular campaign system that can be adapted across a wide variety of product categories.
The headline takes center stage once again
What stands out most of all is the language.
«Love is in the hair,» «Keine Hecktick,» and «Mundart» aren’t isolated ideas, but part of a system. The headlines not only promote the respective product lines, but also give the campaign its distinctive character. Instead of focusing on product images and price messages, Brack deliberately relies on wordplay that grabs attention and adds emotional resonance to the brand.
In doing so, the online retailer is drawing on a technique that has long been a hallmark of advertising: the big headline.
The presentation was also refined
Along with the new campaign platform, the corporate design was further refined. The logo now consistently appears within its distinctive box, the frame has a more delicate look, and each product category has its own color scheme. The beauty product line kicks things off; Brack has expanded this line to include numerous premium and salon brands following the acquisition of PerfectHair.
The campaign is complemented by five custom-produced TV commercials as well as initiatives across (D)OOH, print, online, and other channels. Following the initial focus on beauty, the platform will be gradually expanded to include other product categories as part of an “always-on” approach.
Hollywood Instead of Photoshop
Anyone who suspects that elaborate CGI or artificial intelligence is behind the cardboard hair dryers, cardboard lipsticks, or cardboard hedge trimmers is mistaken. In fact, the hair dryer, lipstick, and hedge trimmer were all handmade. A large props team recreated all the objects using genuine Willisau «Bräckli» cardboard and designed them down to the smallest detail.
«It was important to us that the cardboard products looked authentic. That’s why we decided to recreate the real objects using genuine Willisau »Bräckli’ cardboard,” explains Dennis Lück, managing director and creative director of brinkertlück creatives.
For Lück, that is precisely where the strength of the new brand identity lies. «This visual nod and the overarching campaign system distinctly highlight what sets Brack apart as an online retailer and can now be perfectly tailored and showcased at all touchpoints.»
