Caruso also sings without milk fat
Retail: Two new campaigns by Exxtra Kommunikation are designed to strengthen the positioning of Migros’ own brands, Caffè Caruso and Slimline.
Retail Two new campaigns by Exxtra Kommunikation aim to strengthen the expertise of Migros' own brands Caffè Caruso and Slimline What do an Italian beauty and an obese cardboard figure have in common? They both drink. One drinks espresso, the other reduced-fat milk - in a figurative sense. The aim of the two TV commercials and ads from the Exxtra kitchen is to promote the two Migros product lines.
to a stronger market presence. With good reason: during the
retailer occupies 36 percent of the Swiss coffee market, it has to be in
When it comes to espresso, the field is largely left to brand manufacturers.
With a TV commercial and print ads for the Caruso coffee brand, Migros wants to expand its share of the growing espresso sub-market. "In our search for differentiation from high-profile brands, we quickly got stuck on the name," comments Exxtra Head of Consulting Stefan Erhart on the creative strategy. It was a logical conclusion that the spot's protagonist sips her espresso to Enrico Caruso's interpretation of Puccini's aria "Donna non vidi mai" from "Manon Lescaut". According to Erhart, the cover "La voce d'Italia" stands "for Caruso's voice and the approval of the Italian way of life in equal measure."
Escaped from the beauty shadow
The 20-second commercial for the Slimline range, which was launched at the same time as the Caruso commercial and was mainly advertised in the context of the Miss Switzerland pageants over the past two years, is completely devoid of Italianità and almost toneless. This year, the low-fat dairy product line wants to step out of this beauty shadow and appeal to a broader target group. This is because Slimline is also aimed at line-conscious men, as Michael Gassler, consulting group manager at Exxtra, emphasizes. In line with the product, the creative team led by CD Dieter Hofmann has also streamlined the communication. For the first 13 seconds of the commercial, the viewer only sees a poster with the headline "Slimline works for everyone. Sooner or later." Also in the picture is an obese cardboard chef standing in front of a restaurant. The viewer only realizes that the noiselessness is not due to a defect in the TV set when the poster falls to the ground with a bang and the cardboard figure - turned by the wind - presents its "Slimline".
The introduction of the Slimline umbrella brand has also had an impact on consumers: "Sales of Slimline yogurts have almost doubled compared to the yogurts previously offered as light varieties," says Gassler. The line has a share of over 50 percent of the overall market for low-fat dairy products.
Simone Keller
to a stronger market presence. With good reason: during the
retailer occupies 36 percent of the Swiss coffee market, it has to be in
When it comes to espresso, the field is largely left to brand manufacturers.
With a TV commercial and print ads for the Caruso coffee brand, Migros wants to expand its share of the growing espresso sub-market. "In our search for differentiation from high-profile brands, we quickly got stuck on the name," comments Exxtra Head of Consulting Stefan Erhart on the creative strategy. It was a logical conclusion that the spot's protagonist sips her espresso to Enrico Caruso's interpretation of Puccini's aria "Donna non vidi mai" from "Manon Lescaut". According to Erhart, the cover "La voce d'Italia" stands "for Caruso's voice and the approval of the Italian way of life in equal measure."
Escaped from the beauty shadow
The 20-second commercial for the Slimline range, which was launched at the same time as the Caruso commercial and was mainly advertised in the context of the Miss Switzerland pageants over the past two years, is completely devoid of Italianità and almost toneless. This year, the low-fat dairy product line wants to step out of this beauty shadow and appeal to a broader target group. This is because Slimline is also aimed at line-conscious men, as Michael Gassler, consulting group manager at Exxtra, emphasizes. In line with the product, the creative team led by CD Dieter Hofmann has also streamlined the communication. For the first 13 seconds of the commercial, the viewer only sees a poster with the headline "Slimline works for everyone. Sooner or later." Also in the picture is an obese cardboard chef standing in front of a restaurant. The viewer only realizes that the noiselessness is not due to a defect in the TV set when the poster falls to the ground with a bang and the cardboard figure - turned by the wind - presents its "Slimline".
The introduction of the Slimline umbrella brand has also had an impact on consumers: "Sales of Slimline yogurts have almost doubled compared to the yogurts previously offered as light varieties," says Gassler. The line has a share of over 50 percent of the overall market for low-fat dairy products.
Simone Keller
