Compresso: Mountain fresh honest umbrella campaign for Elmer Citro
Compresso is breathing new life into the Elmer Citro brand with an umbrella campaign. The tagline «Fresh from the Mountains, Honest» is part of the national out-of-home and online campaign, which will launch in mid-June and will be accompanied by promotional activities.
In 2020, Compresso beat out several agencies in a two-stage pitch to win the marketing budget of Elmer Citro and Elmer Mineral. Now, initial work for Elmer Citro is on air across Switzerland with the goal of increasing awareness and rejuvenating the target audience.
The nationally focused umbrella campaign developed by Compresso pays tribute to the brand's origins and values. The gentle rebranding elevates Bergfrische to a more modern level and is intended to provide a bolder, sometimes somewhat more provocative target group approach.
With the launch of Elmer Citro in Western Switzerland, the out-of-home and online campaign will also start from mid-June. Compresso relies on a younger look for the visual implementation and focuses on the colors "yellow" and "green", which are closely linked to the brand. Linguistically, it will be more direct, fresh and cheeky.
In keeping with Elmer Citro and the claim "Bergfrisch ehrlich" (Mountain Fresh Honest), the communicative appearance is self-confident, genuine and with a slight wink. What remains unchanged is the focus on the origin, the over ninety years of tradition and the taste of Elmer Citro.
The umbrella campaign also includes an on-pack promotion, in which a code can be found in the lid from now until September 2021 and there are outdoor prizes to be won, as well as a mountain railway promotion as a regional measure.
Responsible at Ramseier Suisse / Elmer Citro: Evelyn Kafka (Head of Brand Management), Stephanie Waller (Brand Manager SINALCO and Elmer). Responsible at Compresso: Fridolin Stauffacher, Michelle Müller (Consulting/Project Management), Alexandra Nadtochiy (Strategy), Nina Bärtsch (Texts), Sean Dünki (Art Direction), Christoff Strukamp (Creative Direction, Zimmermann Communications).
