Heidi's perfect mountain world receives an echo
Swissness Exxtra Kommunikation is launching the next phase of the campaign for the Heidi brand from the Migros product line.
Swissness Exxtra Kommunikation continues the campaign for the Heidi brand from the Migros range. Three years ago, Exxtra Kommunikation built up the brand image of the new Migros dairy product line Heidi with a broad-based campaign. Migros introduced this new strategic own brand to its range in 2004 as a stimulus for the stagnating sales markets in the dairy products sector. The market launch with 30 products was successfully supported at the time. There are now over 40 items in the range and demand remains very high.
The Heidi communication campaign was honored at the Effie Awards 2005. The Heidi brand name, its high affinity with the Swiss mountains and the promise of quality of genuine Swiss mountain milk have made it possible to clearly differentiate from other dairy product ranges and to present an exportable brand. A survey conducted after the first campaign showed that values such as naturalness, health and Swissness were successfully communicated. The survey also revealed that the unique product benefits of mountain milk "have been learned by a large part of the target group", as consultant Michael Broglin knows.
Exxtra has now continued the successful campaign. As before, this will be characterized by a TV commercial as the main advertising medium. New products will be promoted with accompanying advertisements, and the brand will also be profiled through sponsorship activities - such as the "Heidi" musical in Walenstadt.
The new TV commercial plays with Heidi's world and the associations that go with it without appearing kitschy. We see the same young woman as in the introductory spot, barefoot and in a traditional dress, calling after a runaway cow. After finding the runaway, Heidi sets about driving the cow back to the herd on the alp.
It becomes clear that the cow has a mind of its own and reacts to the woman's commands with indifference. "This is intended to show how there is still a healthy relationship between man and nature in the Alpine world," says CD Dieter Hofmann. In the end, the woman does manage to drive the cow up the mountain and - once she reaches the alp - to milk it. The off-screen text "Heidi is and remains 100 percent mountain milk" dramatizes the unique consumer benefits of Heidi products.
The commercial is aimed at a target group of women and men aged between 30 and 65 and will be broadcast on Swiss television and in the advertising windows of Pro7, Sat1, RTL, RTL2 and Vox.
Andreas Panzeri
The Heidi communication campaign was honored at the Effie Awards 2005. The Heidi brand name, its high affinity with the Swiss mountains and the promise of quality of genuine Swiss mountain milk have made it possible to clearly differentiate from other dairy product ranges and to present an exportable brand. A survey conducted after the first campaign showed that values such as naturalness, health and Swissness were successfully communicated. The survey also revealed that the unique product benefits of mountain milk "have been learned by a large part of the target group", as consultant Michael Broglin knows.
Exxtra has now continued the successful campaign. As before, this will be characterized by a TV commercial as the main advertising medium. New products will be promoted with accompanying advertisements, and the brand will also be profiled through sponsorship activities - such as the "Heidi" musical in Walenstadt.
The new TV commercial plays with Heidi's world and the associations that go with it without appearing kitschy. We see the same young woman as in the introductory spot, barefoot and in a traditional dress, calling after a runaway cow. After finding the runaway, Heidi sets about driving the cow back to the herd on the alp.
It becomes clear that the cow has a mind of its own and reacts to the woman's commands with indifference. "This is intended to show how there is still a healthy relationship between man and nature in the Alpine world," says CD Dieter Hofmann. In the end, the woman does manage to drive the cow up the mountain and - once she reaches the alp - to milk it. The off-screen text "Heidi is and remains 100 percent mountain milk" dramatizes the unique consumer benefits of Heidi products.
The commercial is aimed at a target group of women and men aged between 30 and 65 and will be broadcast on Swiss television and in the advertising windows of Pro7, Sat1, RTL, RTL2 and Vox.
Andreas Panzeri
