Everything gets a little easier
Low-Fat Migros plans to use TV commercials to raise awareness of its Léger line and make it stand out even more clearly.
Low-fat Migros wants to make its Léger line better known and raise its profile even more clearly with TV commercials. Public health is high on the agenda. Initiators of various persuasions are fighting with all (advertising) means against Swiss couch potatoes and for more exercise. There are good reasons for this: Overweight people cause direct costs of around CHF 400 million in Switzerland every year, according to estimates by the pharmaceutical company Roche. And according to an ETH study, one in five children has more on their ribs than is healthy. Exercise is one thing, changing eating habits is another. Low-fat and calorie-reduced products are therefore in demand. Migros responded to this customer need back in spring 1999 with the introduction of the low-fat Slimline milk product line. Its success paved the way for the Léger line launched two years later. Three years after its launch, Léger generates total sales of over CHF 30 million with 28 products - cheese, butter and coffee milk. An expansion of Léger to other product groups is currently being discussed, as Walter Dworschak from the Federation of Migros Cooperatives reveals.
Pioneering work pays off
Despite Léger's umbrella brand potential, Slimline will remain in the range. "Léger and Slimline are clearly different from each other in terms of target group and positioning," says the Category Manager. With a fat content of 0.2%, Slimline primarily appeals to young, line-conscious women. Léger, on the other hand, is aimed at an older and, above all, broader target group, for whom pleasure clearly takes precedence over body cult.
Shortly after the launch of Léger, Coop followed suit with the Lifestyle low-fat line. According to Dworschak, this is basically a fusion of Slimline and Léger. The positioning of the very broad range is less clear than with the Migros lines. The fact that Migros was on the market before the competition has paid off for the company. According to ACNielsen figures, Migros has a 70 percent market share in the cheese product group - Léger compared to Lifestyle. Despite expanding its product range, Coop has still not managed to close the gap.
However, Migros cannot rest on its laurels. Market research has shown that the Léger brand lacks emotional values despite its strong positioning. This is to be remedied by a TV appearance, which should increase awareness and anchor the positioning even more firmly.
The in-house agency Exxtra Kommunikation, which had already realized the mice commercial for the launch of the line, is responsible for the implementation. In favor of a broader appeal, this year the creatives dispensed with animal protagonists. But the message is the same: heavy food can have unpleasant consequences. In this sense, a favorite swimmer simply goes under during a competition, a stuntman messes up his motorcycle show and a member of the crew of the starship Enterprise can't be beamed away.
The staging is intended to illustrate what the product line wants to say: "It doesn't necessarily make you slim, but rather represents a fat-reduced alternative to conventional products," says consultant Michael Broglin.
The food is heavy on the swimmer's stomach: that wouldn't happen with Léger products.
Pioneering work pays off
Despite Léger's umbrella brand potential, Slimline will remain in the range. "Léger and Slimline are clearly different from each other in terms of target group and positioning," says the Category Manager. With a fat content of 0.2%, Slimline primarily appeals to young, line-conscious women. Léger, on the other hand, is aimed at an older and, above all, broader target group, for whom pleasure clearly takes precedence over body cult.
Shortly after the launch of Léger, Coop followed suit with the Lifestyle low-fat line. According to Dworschak, this is basically a fusion of Slimline and Léger. The positioning of the very broad range is less clear than with the Migros lines. The fact that Migros was on the market before the competition has paid off for the company. According to ACNielsen figures, Migros has a 70 percent market share in the cheese product group - Léger compared to Lifestyle. Despite expanding its product range, Coop has still not managed to close the gap.
However, Migros cannot rest on its laurels. Market research has shown that the Léger brand lacks emotional values despite its strong positioning. This is to be remedied by a TV appearance, which should increase awareness and anchor the positioning even more firmly.
The in-house agency Exxtra Kommunikation, which had already realized the mice commercial for the launch of the line, is responsible for the implementation. In favor of a broader appeal, this year the creatives dispensed with animal protagonists. But the message is the same: heavy food can have unpleasant consequences. In this sense, a favorite swimmer simply goes under during a competition, a stuntman messes up his motorcycle show and a member of the crew of the starship Enterprise can't be beamed away.
The staging is intended to illustrate what the product line wants to say: "It doesn't necessarily make you slim, but rather represents a fat-reduced alternative to conventional products," says consultant Michael Broglin.
The food is heavy on the swimmer's stomach: that wouldn't happen with Léger products.
Simone Keller
