The architecture of sweet sin

Chocolate After the presentation of the new
CI, Cailler relies on Saatchi & Saatchi Simko for its campaign.
the aesthetics of Jean Nouvel.2005 was a very successful year in terms of quantity and value.
the best year in the history of the Swiss chocolate industry.
The 18 manufacturers organized in the Chocosuisse association were able to
sales by 8.2 percent to over 160,000 tons and industry sales by
7.5 percent to around CHF 1.5 billion. A
Export success story. Because in Switzerland, the country with the world's
largest chocolate cravings - 11.6 kilos per capita consumption -, the
Saturation point reached due to stable sales for years.

Growth is also possible at a high level. The segment of
filled chocolate bars (+3.7%) and pralinés (+4.3%) experienced an upturn in 2005.
above-average demand. A particularly large number of
launched attractive new products. A profiling opportunity that Lindt and
the national market leader, the Migros subsidiary Chocolat Frey,
were exemplary. Both manufacturers refreshed the market
new creations to their range and their brand.

The oldest chocolate brand in the world was increasingly overshadowed by the
Switzerland: Cailler. The inventor of the recipe for milk chocolate and
The founder of industrial chocolate production was on her
Innovation path recently overtaken by trendsetter competitors
and, despite the high product quality and the well-known
Specialty classics such as Frigor and Femina gain market share. Caillers
classic-traditional market presence hardly stood out in the uniform
defined chocolate market. The dusty image was further enhanced by
Multipack price promotions or outdated Frigor gift boxes
for grannies. An image that reflects the great importance of
Cailler in the Nestlé brand portfolio (12% share) by no means
corresponds. According to the situation analysis of those responsible, the
The need for action was high, and a radical relaunch could only benefit Cailler.
do

Rejuvenation from the drawing board
In order to regain lost market share and subsequently also establish itself in the
export market, Nestlé Switzerland is turning its attention to the
Origins of the brand: Cailler aims to restore the original character of the
industrial production with dynamic, innovative features
radiate. To achieve this, Nestlé opted for unconventional,
attention-grabbing solutions, creativity outside of the
chocolate industry: for the new aesthetics of the brand, which in turn
supplemented by the exclusive "of Switzerland" designation of origin
Parisian star architect Jean Nouvel, for which the
culinary novelties, which will appear at an increased rate from fall onwards
the Catalan culinary artist Ferran Adrià and for the
communication to the Geneva-based advertising agency Saatchi & Saatchi Simko.
Like the other two "créateurs", the latter also emerged as the winner.
of an international competition. But unlike
CD Olivier Girard's team for Nouvel's vision of the
new Cailler universe "Manger le monde" - an intellectual
Author marketing concept - only a few weeks to visualize it.

This concept, which stands for pioneering spirit, curiosity and creativity
and the goal of differentiating itself from the brand identities of others.
were the guard rails within which the advertisers moved.
and continuously by Nouvel and Nestlé Switzerland CEO Nelly Wenger.
were supervised. Several rounds were necessary, and even when choosing the
the photographer, the director and the film production decided the
concept creator with. "This special collaboration required
maximum flexibility on all sides," says Jan De Schepper, Account
Director at Saatchi & Saatchi Simko.

Avant-garde image
In the new brand language, which combines the indulgent world of chocolate with
express new shapes, flavors, materials and textures
the agency created a campaign, which in turn created a
imaginative world of chocolate. In print and
Poster teasers show partial views of product compositions,
which are revealed in the dissolution as entire cities, multifaceted landscapes
and vast seas - all made from Cailler chocolate. The
Invitation to discover the surreal world of Caillers chocolate
grows in the computer-animated image TV spot by the French director
Laurent Bordoiseau with serial sequences and sky-rocketing
Building designs for the wonderful creation story of the world architect.

For Pedro Simko, it was clear from the outset that advertising was the
traditional barriers of the chocolate industry without breaking
however, to lose the values of "appetite appeal". Whether his team
succeeded with the intellectual and technical realization or whether
the conceptual designer has created an exhilaratingly bold monument to himself?
one may ask oneself. What is clear is that Cailler has set itself
Paradigm shift an avant-garde and exceptional image
is increasing.

Both classic communication pillars are to be supported with large media pressure.
build a sustainable bridge to the POS appearance. Here, Nouvel brings the
growing Cailler product range with modular and transparent
plastic elements in the best light. The semi-translucent
Sales stands can be seen as harbingers of the new, flexible
shop-in-shop concept, which can be found in large supermarkets and
department stores are to be built.

Not just young target groups
The agency is particularly proud of this, says co-owner Simko,
that an independent and surprising campaign was developed.
The utmost discretion and the enormous time pressure - even before the
Highlight of the chocolate season at Easter - would have taken a lot of nerve
required.

Despite all the splendid realization, the question now arises: Can
the learned "chocolate feeling" that the "Maitres Chocolatiers" of
Lindt have been cultivating for years, be reinterpreted? Can the
and emotions of Cailler products with the urban world of the city.
objectivity of a Nouvel, without prejudice to older target groups.
to bump their heads? Damian Constantin, Head of Marketing at Cailler,
is convinced of this. "The 50+ target group is important to us, not
lastly, because it is growing rapidly and its attitudes in the
have changed significantly in recent years. Today's motivation to buy
is very different from that of the same target group 20 years ago
years. It is enjoyment-oriented and supported by modern and
Aesthetics. We want to take this into account."    

Luca Aloisi