A vital 100-year-old
Powerdrink: 100 Years of Ovomaltine—To celebrate, AY&R has created a campaign with a new slogan.
Power drink 100 years of Ovomaltine: AY&R has created a campaign with a new slogan to celebrate.
Despite brand portfolio adjustments and a sluggish economy, there are more brands on the Swiss market today than ever before - 7,000. Among them, a few top-of-mind brands stand out. According to Brand Asset Valuator, these include one of the oldest Swiss brands: Ovomaltine, launched in 1904 by Berner Wander AG. The history of one of the world's most successful traditional Swiss brands began 100 years ago with this power food. The malt beverage is also sold under the name Ovaltine in over 100 countries and is the market leader among breakfast drinks in Europe and Asia thanks to its growing product range and many sales channels.
The myth that Ovo has become is not only documented by gifted columnists such as Richard Reich or sports celebrities such as Martina Hingis or Gold Vreni Schneider. When the Basel-based pharmaceutical group Novartis divested its food and beverage division in November 2002 and sold Wander AG with Ovaltine to the food group Associated British Foods, an outcry went through the Alpine country as if the deal were treason.
Honor to whom honor is due
In view of the brand's great vitality and Swiss heritage, Ovo was not drunk as hotly as it was cooked and is still in great demand here in Switzerland. Last November, AB Foods reported a nine percent improvement in its annual result, mainly due to acquisitions such as Ovomaltine. In the two years prior to the takeover, global sales rose by an average of a good four percent, and according to Björn Roncoroni, Head of Marketing Food & Beverage, the development in the lead market Switzerland was also pleasing in 2003.
Because Switzerland has the highest per capita consumption of ovo, ahead of Thailand, and is the most important research and development country for the globally active company, the
birthday boy in style. In addition to promos, events, athlete sponsorships, PR measures and the limited edition of the historic box, Advico Young & Rubicam was also involved in a print and poster campaign, which will be flanked by a new TV commercial from June.
Ovo forever
In the testimonial realization, Ovo does not wish anything for himself for his hundredth birthday, but wishes young athletes every success for their careers: To seven-year-old Noel that he can play in the 2018 World Cup or to little Laura that she may win gold at the 2014 Olympics with her snowboard.
"To make these wishes come true, the little stories about the stars of tomorrow always end with the new Ovomaltine slogan - 'Never give up'," says copywriter Peter Rettinghausen. The new slogan, which replaces the award-winning "You can't do better with Ovaltine. But longer", forms the copy platform for future advertising in Switzerland and Austria.
Given the "never give up" appeal, the question of why Ovomaltine didn't also wish our national skiing team a medal or two seems obsolete. At least for the hundredth.
With best wishes for future stars: Ovo's anniversary campaign.
Despite brand portfolio adjustments and a sluggish economy, there are more brands on the Swiss market today than ever before - 7,000. Among them, a few top-of-mind brands stand out. According to Brand Asset Valuator, these include one of the oldest Swiss brands: Ovomaltine, launched in 1904 by Berner Wander AG. The history of one of the world's most successful traditional Swiss brands began 100 years ago with this power food. The malt beverage is also sold under the name Ovaltine in over 100 countries and is the market leader among breakfast drinks in Europe and Asia thanks to its growing product range and many sales channels.
The myth that Ovo has become is not only documented by gifted columnists such as Richard Reich or sports celebrities such as Martina Hingis or Gold Vreni Schneider. When the Basel-based pharmaceutical group Novartis divested its food and beverage division in November 2002 and sold Wander AG with Ovaltine to the food group Associated British Foods, an outcry went through the Alpine country as if the deal were treason.
Honor to whom honor is due
In view of the brand's great vitality and Swiss heritage, Ovo was not drunk as hotly as it was cooked and is still in great demand here in Switzerland. Last November, AB Foods reported a nine percent improvement in its annual result, mainly due to acquisitions such as Ovomaltine. In the two years prior to the takeover, global sales rose by an average of a good four percent, and according to Björn Roncoroni, Head of Marketing Food & Beverage, the development in the lead market Switzerland was also pleasing in 2003.
Because Switzerland has the highest per capita consumption of ovo, ahead of Thailand, and is the most important research and development country for the globally active company, the
birthday boy in style. In addition to promos, events, athlete sponsorships, PR measures and the limited edition of the historic box, Advico Young & Rubicam was also involved in a print and poster campaign, which will be flanked by a new TV commercial from June.
Ovo forever
In the testimonial realization, Ovo does not wish anything for himself for his hundredth birthday, but wishes young athletes every success for their careers: To seven-year-old Noel that he can play in the 2018 World Cup or to little Laura that she may win gold at the 2014 Olympics with her snowboard.
"To make these wishes come true, the little stories about the stars of tomorrow always end with the new Ovomaltine slogan - 'Never give up'," says copywriter Peter Rettinghausen. The new slogan, which replaces the award-winning "You can't do better with Ovaltine. But longer", forms the copy platform for future advertising in Switzerland and Austria.
Given the "never give up" appeal, the question of why Ovomaltine didn't also wish our national skiing team a medal or two seems obsolete. At least for the hundredth.
With best wishes for future stars: Ovo's anniversary campaign.
Luca Aloisi
