Trio for Kägi: "romandizing" the treats
What can be done to make Kägi a household name among the Romands? Kägi has entrusted this mission to Agence Trio.
On the one hand, it is a brand that reminds the French of a Madeleine by Proust. On the other hand, when they read the brand name, the language of Goethe immediately sounds in their ears. Although it is phonetically understandable, the "ä" in Kägi situates the brand for them in a Swiss-German environment. To the agency with the octopus, the orthography of the brand therefore appeared as an obstacle on the way to reappropriation!
But what could be more playful and effective than turning a difficulty into a joke and a frustration into something pleasurable? During an integrated campaign in the major cities of French-speaking Switzerland in October, the brand, recognizable by its red color, will therefore be transformed into "Kégi". And to bring it even closer to the French, sampling and promotional activities will be carried out in selected points of sale. In this way, French-speaking Switzerland can expect a re-encounter with this brand of hearts in its streets, mailboxes and points of sale.
Brand anchored with the marker
But appropriation cannot be ordered, it is demanded. The idea was therefore to let consumers themselves intervene in the campaign. With an "é" written over it in marker by a group of Romands, the ephemeral brand was given a typical French-Swiss touch. In the manner of a quick-witted consumer demand!
The story continues
Parallel to this, other ideas bubbled up. The keywords are creativity and (a little) infiltration! These ideas are modified in other communication measures. It's about influencer marketing, brand ambassadors and social media content... In short, stay tuned to keep up to date with this delicious brand whose story is also ours.
