I am focuses on beauty from within
Migros is consolidating its existing private-label cosmetics brands into a new skincare line. The umbrella brand and its marketing communications were developed by Exxtra.
Jana, Iduna or Men's Care: in future, all care products from Migros will be offered under the new umbrella brand I am. The brand name says it all: "I am who I am." People who are true to themselves have a positive aura and can better show off their natural beauty without having to conform to the usual beauty ideals. At the center of the introductory campaign created by Exxtra Kommunikation is a trendily styled film spot featuring the world-famous hit "I am what I am" by Gloria Gaynor.
The name for the new basic skincare line was developed in-house at Exxtra, then tested and now implemented. The logo and the new packaging for the ten product ranges originate from Germany. The standardized range includes lines such as I am face, I am young, I am bathcare, I am for man. In order not to confuse existing consumers, individual products have been supplemented on the packaging with the words Jana Quality or Iduna Quality from the old brands.
Film 30 sec.
Film 60 sec.
For the film, a small crew from Wiener Klappe worked with a street casting, because they "didn't just want to show beautiful models", as consultant Julia Brun from Exxtra says. The people portrayed in this vignette film wear their own clothes and were not styled. The commercial therefore has an almost documentary style and shows "real people in real situations". I am sees itself as an uncomplicated, comprehensive and high-quality skincare line in the mid-price segment.
The subsequent print campaign will also be based on images taken during the filming of the music video.
Andreas Panzeri
The name for the new basic skincare line was developed in-house at Exxtra, then tested and now implemented. The logo and the new packaging for the ten product ranges originate from Germany. The standardized range includes lines such as I am face, I am young, I am bathcare, I am for man. In order not to confuse existing consumers, individual products have been supplemented on the packaging with the words Jana Quality or Iduna Quality from the old brands.
Film 30 sec.
Film 60 sec.
For the film, a small crew from Wiener Klappe worked with a street casting, because they "didn't just want to show beautiful models", as consultant Julia Brun from Exxtra says. The people portrayed in this vignette film wear their own clothes and were not styled. The commercial therefore has an almost documentary style and shows "real people in real situations". I am sees itself as an uncomplicated, comprehensive and high-quality skincare line in the mid-price segment.
The subsequent print campaign will also be based on images taken during the filming of the music video.
Andreas Panzeri
