Minor and Rembrand: «The Moment Belongs to Me»
Rembrand and Maestrani are continuing the Minor campaign, «The Moment Is Mine.» The focus is on Minor Original as the catalyst for self-determined moments of enjoyment in everyday life—consistently across all channels.
Minor Rembrand campaign: focus on everyday moments
The St. Gallen-based branding and advertising agency Rembrand is continuing the Minor campaign «The Moment Is Mine» in collaboration with Maestrani. With the second wave of Rembrand’s Minor campaign, Minor Original is being placed squarely at the center of the brand’s communication—anchored in everyday consumption situations that are directly relevant to the target audience.
The campaign shows Minor in deliberately chosen everyday situations: whether a professional milestone, a private highlight or a special experience with loved ones. Achievements are celebrated. The focus is on active pausing - Minor is staged as a trigger for self-determined moments of pleasure.
Three film formats as a narrative backbone
Rembrand is responsible for the integrated implementation across all relevant channels. Three eye-catching film formats form the narrative backbone of the campaign and are systematically extended by OOH and DOOH placements as well as digital touchpoints such as banners and social content. The aim is to create a consistent brand presence along the entire customer journey.
Andreas Felder, CEO of Rembrand, outlines the strategic ambition: «We are expanding the relevance of Minor by anchoring consumption more firmly in everyday life. It is crucial that the Lovebrand is not only visible, but also gains meaning in specific situations: a small piece of Swiss happiness for every moment.»
Differentiation in a competitive environment
According to the press release, the campaign contributes to the further development of the brand and strengthens its differentiation in a competitive environment. By expanding the consumer occasions, Minor is positioned as a versatile everyday companion - with a clear focus on emotional relevance and recognizability.
Maestrani produces exclusively in Flawil, Switzerland, and has been synonymous with chocolate specialties under the Minor and Munz brands for more than 170 years. Rembrand is a branding and campaigning agency based in St.Gallen with around 20 experts in brand development, design and communication.
Comprehensive insights into the case can be found at: https://www.rembrand.ch/projekt/schokolade-kampagne-f%C3%BCr-nachhaltigen-markendialog.html
Responsible at Maestrani: Roger Marquart (Brand Communications Lead), Valentin Haag (Head of Marketing). Responsible at Rembrand: Bettina Egger (strategy, consulting), Jörg Stöckigt (strategy, CD), Ladina Bosshart (graphics), Pascale Engetschwiler (interactive media design), Neila Räss (DTP). Production: Studio Ignatov, Denis Ignatov & Justus Ulrich.
