Pimped missen
Low-fat products Exxtra's campaign for Slimline shows that original advertising is possible in the Missen milieu.
years ago, Slimline was the first low-fat fresh milk product line
on the Swiss market. The extremely great success - due to the
increasingly conscious diet and the topic of beauty at a young age.
segments - brought competing products onto the scene.
The latest brand to be launched was the joint venture between Coop and Weight
Watchers was added. However, the latter in particular also reflected the increasingly
interchangeable tonality in communication:
Clichés of lightness and beauty, youthfulness and health
were visualized in an airy and emotional way. In this uniform
environment, Migros' in-house agency uses a variety of
product campaigns since 2002 Miss Switzerland
as a figurehead for Slimline. The brand is also an official
Sponsorship of the event and the Miss of the Year winner
entered into. Over the years, the commitment has been communicated
continuously better and more creatively sophisticated.
Not only the measures - from the tasting in selected restaurants to the
stores to the usual testimonial ad - were the focus,
but also their image-relevant implementation gained in importance. Well,
because the brand personality of Slimline has a higher symmetry to the
virtues of the title contenders than is the case with
other sponsors.
More winks
On the common elements such as slim, young, aesthetic,
that suit both Miss Switzerland and Slimline, wanted to
However, the advertising campaign cannot be left alone. The core message -
With a fat content of just 0.5%, the Slimline products can be
at any time with a clear conscience - according to a
qualitative survey with more humor and a twinkle in the eye
be transported. The communication goals, such as the
Strengthening independent positioning, increasing the
awareness and publicizing new products,
can be achieved more sustainably, they are convinced. "A lot of attention was
This year, the focus was therefore on dealing with the usual clichés.
will be cleaned up during the event," says consultant Michael
Broglin.
Appeal to contestants and jury
In the run-up to the elections, the special editions of the
Swiss magazines. In the first
directly addressed the participants: "Dear
Candidates, now you're spoiled for choice," it said, for example
over a motif with slimline products. As the competitive process progresses
new motifs were added, which also indirectly appeal to the jury
could: "Dear contestants, I hope the jury has as much
Taste." A competition was also launched to accompany the event, in which a
The main prize was a meeting with the beauty queen. And hardly
the new Miss Switzerland had started her year in office, Slimline donated
in the people magazine SI caused confusion with a teaser advertisement. Quotes from the
freshly baked Miss, like "I can be a real loudmouth"
or "I've eaten a lot of people" were unexpectedly bold.
Not a trace of bland-looking missus diplomacy and well-behaved
Statements by aesthetes. Only the resolution on the
second ad related the statement to a slimline product.
Luca Aloisi
