Close testimonial
Cosmetics Fruitcake launches a body cosmetics line for Spirig with Denise Biellmann as the figurehead.
Cosmetics Fruitcake launches a body cosmetics line for Spirig with Denise Biellmann as its flagship product. The leading Swiss dermatics specialist can also count on a good image for its therapeutic skin care products in the Excipial line. Spirig is now launching its own body cosmetics for the first time. The new product is being launched by the Bern-based agency Fruitcake. The slogan: "Spirig - If your skin is really important to you." The family business, which is now run by five managers following a management buyout and emerged from the former Spirig pharmacy in Olten, carried out an agency evaluation and a pitch. Fruitcake's "comprehensive concept" was convincing, as project manager Simona Amsler from Spirig explains. The agency developed "an innovative brand concept as well as an aesthetically pleasing packaging design and a credible communication strategy with a perfect product ambassador."
Denise Biellmann had to fulfill several main criteria: A prominent and attractive "personality with an impeccable reputation in all parts of the country, who shows skin professionally as an athlete or show star, is around 40 years young and unspent as an advertising medium". The ice princess has long been a satisfied Spirig customer and also wanted to test the new ES Excipial Sensitive product over a longer period of time first.
For CD Lahor Jakrlin at Fruitcake, the assignment is "a stroke of luck" because "an agency can rarely participate on all fronts of a product launch". In the case of Excipial Sensitive ES, Fruitcake had a prior influence on the naming as well as the brand and package design. "This was the ideal starting point for the creation of convincing communication measures." These are intended to make it known that Excipial Sensitive is aimed at women over 35 and is used to care for dry, sensitive or stressed skin. The lotion, which does not contain any preservatives or emulsifiers, "penetrates the skin perfectly and significantly shortens the regeneration time".
The brand is based on the patented term Excipial, a Spirig range of therapeutic skin care products with maximum compatibility that is well established among dermatologists and in pharmacies and drugstores. The addition of "Sensitive" underlines the reliability and is intended to give the brand a gentle, feminine touch.
Andreas Panzeri
Denise Biellmann had to fulfill several main criteria: A prominent and attractive "personality with an impeccable reputation in all parts of the country, who shows skin professionally as an athlete or show star, is around 40 years young and unspent as an advertising medium". The ice princess has long been a satisfied Spirig customer and also wanted to test the new ES Excipial Sensitive product over a longer period of time first.
For CD Lahor Jakrlin at Fruitcake, the assignment is "a stroke of luck" because "an agency can rarely participate on all fronts of a product launch". In the case of Excipial Sensitive ES, Fruitcake had a prior influence on the naming as well as the brand and package design. "This was the ideal starting point for the creation of convincing communication measures." These are intended to make it known that Excipial Sensitive is aimed at women over 35 and is used to care for dry, sensitive or stressed skin. The lotion, which does not contain any preservatives or emulsifiers, "penetrates the skin perfectly and significantly shortens the regeneration time".
The brand is based on the patented term Excipial, a Spirig range of therapeutic skin care products with maximum compatibility that is well established among dermatologists and in pharmacies and drugstores. The addition of "Sensitive" underlines the reliability and is intended to give the brand a gentle, feminine touch.
Andreas Panzeri
