Explosive carrier bags
A new tagline for a new positioning: Vizner Borel has pulled off an amusing provocation with a rock-solid campaign for Denner.
Advertising that is not only perceived in passing, but also triggers lively discussions in the media and among the public, can be considered a hit by creative people. Vizner Borel can look forward to such reactions with her campaign for Denner. In a nationwide offensive with advertisements and posters throughout Switzerland, Denner is being repositioned under the new claim: "One for all". The visual language is simple - and therefore unmistakably memorable. All subjects are designed in the "carrier bag look" and thus create an immediately recognizable link to the paper bags in the store, which have also been relaunched. A bright red surface with a white handle, which was even applied in 3D at 1500 poster sites, serves as a projection surface for over 40 different headlines. Some of them argue against the competition with rather cheeky allusions. "Save more" or, for example, "Save one more Lidl". As a topper, a few of these posters have been "placed" directly in front of the competition's stores using photomontages. These tongue-in-cheek sideswipes were placed in large advertisements in the Sunday press.
The reactions were not long in coming. "Denner is operating in a gray area," complained 20 Minuten. "Who complains first?" asked an article on Blick.ch. But: "Our aim is not to attack anyone, but to highlight our strengths. With a wink, a little cheekier than usual. Denner is allowed to do that," says advertising manager Huanita Wenger. The strategy is actually not completely new. The TV commercial, in which the driver of a Migros truck waves to a colleague in a Coop truck as he is about to "inconspicuously" stow two full Denner shopping bags in his Coop truck, was also created by Lajos Vizner and Guillaume Borel. Lidl has since returned the favor. The poster "Save one more Lidl" was over-texted with "At Lidl ..." and shown as an advertisement in front of a Lidl store.
The print provocations are accompanied by 13 different Denner commercials produced by Manifesto. In just 10-second statements, the most diverse characters "out" themselves as Denner customers, from a student in a shared flat to a yoga teacher, a millionaire or a fireman. Denner is also taking an unusual approach with the inserts: In each advertising block, three short spots are used in a concentrated load.
Andreas Panzeri
