Golden times for golden hares
WellCome is making a name for itself with the Goldhasen promotion
WellCome goes to the top of mind with the Gold Bunny promotionAround one million Gold Bunnies in various sizes will hop over the counters in Swiss shopping bags this Easter and, as a product line, put a sugary double-digit increase in sales in Lindt & Sprüngli's nest - according to the forecasts of the Product Manager responsible, Monika Baumberger. A surprising detail: the success story does not come from the chocolate stronghold of Switzerland. Although the Swiss are by far the world champions with almost twelve kilograms of chocolate consumed per capita (2000), the idea originated in Germany. To the delight of the post-war generation, Lindt & Sprüngli Germany launched the "Snow Bunny" a good half century ago. Marketing refinements such as the golden packaging or the red ribbon with the bell transformed it into the Gold Bunny and positioned it in the top quality segment, which corresponds to the premium character of the Kilchberg-based chocolate manufacturer. Since its release on this side of the Rhine in 1994, Meister Lampe in his golden dress seems to feel quite at home here in Switzerland.
But despite product quality, strong brand management and successfully increased brand awareness, the Gold Bunny - if only because of its dimensions - does not find it easy to stand out in the constantly growing Easter specialties range. In addition, the aim is to push the Gold Bunny as the flagship for Lindt's Easter range.
In addition to advertisements, TV commercials and sponsoring, the Zurich agency WellCom has developed a multilevel promotion concept that will be launched two weeks before Easter.
has rolled in. With this, WellCom intends to
Increase awareness and impulse purchases of the Gold Bunny, emphasize and reinforce the image of the manufacturer in a celebratory environment, and generate addresses through the Smart Contest.
To achieve this, the advertising team with media partnerships (Blick, il caffè della Domenica and Radio NRJ) has cast an even finer net nationally for "Die Goldhasen sind los" campaign. The elements gold foil and bells act as stoppers. Even the promo teams tour Switzerland with one-armed bandits in bunny look. So it's hardly surprising that the main prizes also turn up in hopper style - with a true-to-the-original bell on the back of the smart car. Luca Aloisi
But despite product quality, strong brand management and successfully increased brand awareness, the Gold Bunny - if only because of its dimensions - does not find it easy to stand out in the constantly growing Easter specialties range. In addition, the aim is to push the Gold Bunny as the flagship for Lindt's Easter range.
In addition to advertisements, TV commercials and sponsoring, the Zurich agency WellCom has developed a multilevel promotion concept that will be launched two weeks before Easter.
has rolled in. With this, WellCom intends to
Increase awareness and impulse purchases of the Gold Bunny, emphasize and reinforce the image of the manufacturer in a celebratory environment, and generate addresses through the Smart Contest.
To achieve this, the advertising team with media partnerships (Blick, il caffè della Domenica and Radio NRJ) has cast an even finer net nationally for "Die Goldhasen sind los" campaign. The elements gold foil and bells act as stoppers. Even the promo teams tour Switzerland with one-armed bandits in bunny look. So it's hardly surprising that the main prizes also turn up in hopper style - with a true-to-the-original bell on the back of the smart car. Luca Aloisi
