Scholz & Friends Cailler: Double the Joy for a Time-Honored Brand
Scholz & Friends Switzerland, as the lead agency, is continuing Cailler's brand journey and is showcasing the filled chocolates and Joy pralines through two new product campaigns.
Following the repositioning of the long-established Swiss brand Cailler and the launch of the overarching brand campaign under the tagline «Unwrap Your Smile,» Scholz & Friends Switzerland, as Cailler’s lead agency, is consistently continuing the brand’s journey. With two newly developed, orchestrated product campaigns, the agency is showcasing both the filled chocolate bars and the Joy pralines.
Cailler filled chocolates: «Feel the filling»
Delicate milk chocolate on the outside, a creamy and crunchy filling on the inside: Cailler’s filled chocolates take center stage in the new commercial. According to the press release, there’s ultimately only one right answer to the everyday question, «Should I, or shouldn’t I?» This is portrayed as an interplay between a young protagonist and a bar of Cailler. A brief moment of hesitation leads to a moment of indulgence—and, according to the campaign’s concept, immediately lifts your spirits. The motto applies to all four varieties: First, unwrap the filled chocolate; then, a smile follows.
The video campaign is running nationwide on TikTok, YouTube, and Meta platforms and is complemented by TV tag-ons and carousel ads.
Cailler Joy Pralinés: «Cailler Joy. Sharing the Joy»
In its second campaign, Scholz & Friends explores the idea that shared joy is double the joy. According to the agency, the new Cailler Joy pralines are designed to strengthen the bond between people and transform everyday situations into shared moments. The concept is based on a multi-textural experience—both visual and gustatory—hidden beneath the chocolate shell, where surprising fillings and varied textures are designed to delight consumers when they take a bite.
Based on the concept «Pass the Joy,» the camera follows a package of Cailler Joy as it is passed from hand to hand among a group of five friends. The audience witnesses how quiet moments give rise to a wave of joy through the act of sharing.
The orchestrated campaign is now being rolled out in German-speaking Switzerland and French-speaking Switzerland via TV, online video, out-of-home, digital out-of-home, social media, and targeted influencer partnerships.
Nosh Foodfilms handled the film production for the filled chocolates, directed by Jorrit Stollmann and produced by Tom Plinsinga and Mady Angelino. eddyfilm was responsible for the Joy pralines, directed by Christophe Dolcerocca and produced by Sebastien Gros and Alexandra Roussel.
Responsible at Cailler: Irene Balascas (Business Executive Officer, Confectionery), Tim Zurfluh (Head of Marketing, Confectionery), Tiffany Vossen (Communications Manager), Sara Fantuz (Senior Brand Manager), Selin Isik (Brand Manager), Vanessa Jalbert (Precious Team). Responsible at Scholz & Friends Zurich: Barbara Hartmann, Joana Faria, Winfried Schneider, Christian Vosshagen (Creative), Valentina Obermüller, Nils Engelbrecht (Consulting & Strategy), Mathias Rösch (Overall Responsibility).
