Exxtra shows Miss Switzerland very "léger" for Migros
Exxtra is showcasing Migros’ Léger products with Miss Switzerland Whitney Toyloy. The campaign is a clear challenge to the competing brand, Weight Watchers. The goal is to increase brand awareness and rejuvenate the brand image.
Exxtra is showcasing Migros' Léger products with a print campaign. The advertising measures are a clear challenge to the competitor brand Weight Watchers. After the Slimline products were integrated into the Léger line in 2007, the aim is now to increase brand awareness and rejuvenate the brand image. To achieve this, in addition to traditional measures such as TV commercials and advertisements, Migros' involvement as a sponsoring partner of the Miss Switzerland contest has been intensified.
The subjects show the young Miss Switzerland Whitney Toyloy splashing around with squeaky toys in the bathtub, in a bed of roses or painting her nails. The black and white images are complemented by statements from Miss Switzerland about the Léger products, which are intended to underline the brand message of "indulgence without remorse".
The low-calorie, low-carb and low-fat light products will be featured in various women's magazines and in Migros' own press from now until the beginning of December. In addition to the main campaign with Whitney Toyloy, accompanying measures such as competitions and PR activities will be implemented. Autograph sessions with the reigning Miss Switzerland will also be held in Migros stores.
The subjects show the young Miss Switzerland Whitney Toyloy splashing around with squeaky toys in the bathtub, in a bed of roses or painting her nails. The black and white images are complemented by statements from Miss Switzerland about the Léger products, which are intended to underline the brand message of "indulgence without remorse".
The low-calorie, low-carb and low-fat light products will be featured in various women's magazines and in Migros' own press from now until the beginning of December. In addition to the main campaign with Whitney Toyloy, accompanying measures such as competitions and PR activities will be implemented. Autograph sessions with the reigning Miss Switzerland will also be held in Migros stores.
Responsible at Migros: Sven Guggenheim (Project Manager Communications), Daniel Hasenfratz (Junior Project Manager Communications), Marcel Singer (Head of Category Manager Dairy Products/Eggs), Raphael Meier (Category Manager Cheese). Responsible at Exxtra: Dieter Hofmann (CD), Beat Fedier (text), Denise Lehmann (AD/graphics), Michael Broglin (consulting), Hanspeter Schneider (photography), B,G Media (media).
