The cow did not get age spots - on the contrary
After 19 years, the Swiss Milk Association's image campaign is more vibrant than ever.
What it's about: At the beginning of the year, dear readers, I promised to write a column here for once that wasn't a motz. Today I have pulled this joker and write under the heading "Theophil liked this" about the beloved dairy cow Lovely. At the moment, posters with the bike-riding cow mother and her calves in trailers are hanging again. The continuation and creative implementation of the advertising figure cow is a successful piece of good advertising. When I saw this, I had to smile and was happy that the billboard advertising can be saved after all. Sure I liked the H&M bikini girls too, but I'm missing an idea there. So no grin. At most an eye-catcher for the wrong target group.
My praise goes not only to Ruf Lanz's creation, but especially to the clients, Swissmilk, the umbrella organization of Swiss milk producers. Bravo for the belief in continuity. The Ruf Lanz farmer's rule is: "If you bet on the right horse, stay on it until the very end. And even if it's not a horse but a cow, keep going and don't lead it to the butcher."
My theory: I have been preaching for a very long time that the success of an advertising campaign consists of three factors. 1. a precise brief with a simple and clear core message: "Grow big, stay strong." 2. A surprising, entertaining, adaptable and to-the-point creative execution: the clever, human cow. (For our young urban readers, the milk comes from cows that have given birth to a calf and then produce milk almost endlessly). Back to the most important part of my sermon, point 3. Continuity: the dairy cow was invented 19 years ago by Advico, Young & Rubicam. It is beyond my knowledge what happens when a respective agency changes
has happened.
Either the client has defined that he wants new subjects or TV spots on the same basic idea. Or the new agencies have convinced the client that the cow is the "Klu". In any case, the Swissmilk example should be a model for many clients. In the last Motz, I chided Swisscom for choosing exactly the strategy of discontinuity. Not only because it is now seeking its salvation in Berlin. Advertising that has no continuity is wasted money. Who can afford such nonsense? Monopolists!
Anyone who reads my column will have noticed that I always go in the same direction. Continuity, continuity, continuity. There are a few examples other than the cow that prove this is a recipe for success. For example: Freitag, Marlboro, Nespresso, Für a gsunde, tüfe Schlaf, Nei si... Leisi, Figugegl, the Globus red pencil or just the milk cow.
My opener of the week: Dear Lucerne fans, in the end, only the goals count. Butz, FCB fan.
Theophil Butz, once a star advertiser (Ringier), now an inspirer and, as of now, a mothballer. "Not an easy role, but a necessary one, which I perform here every fortnight." Please send any relevant information to [email protected].
