Whenever there is nothing to celebrate
Confectionery market Exxtra is using humor to position Migros' own brand of chocolate bars among young audiences with two TV commercials as an anti-frustration bar.
Confectionery market With humor, Exxtra wants to position Migros' own brand of chocolate bar among the young public as an anti-frustration bar with two TV commercials.The chocolate market in Switzerland apparently defies all diet appeals. Once you've had a quick nibble, all resistance collapses in the face of rising serotonin release. The growing sales (+2.2%) and turnover figures (+2.7% to over 295.6 million Swiss francs) of the entire bar market - excluding impulse channels - are mainly thanks to chocolate bars, whose turnover increased by over
8 percent.
By contrast, growth in filled bars - still the largest product group - such as Mars, Blox and Twix was flat at 2 percent. The reason for this is the introduction of new variations in mini pouches and multipacks, which are mainly marketed by wholesalers and discounters.
On the other hand, advertising spend for the tasty nibbles has fallen drastically, from almost 15 to just over 10 million Swiss francs last year. This is the market environment for Migros' seven-year-old chocolate bar family, which has now approached its saturation point, as Exxtra client service director Stefan Erhart explains.
In order to boost the business with the small seducers, a qualitative study was conducted to evaluate the development possibilities for Blox. And this was not without consequences: First, a redesign of the packaging was undertaken, which placed greater emphasis on product quality. Based on this, Exxtra designed the campaign that has now been launched, which consistently focuses on a central consumption motif.
Happy is he who eatsWhile most brands recommend themselves only just for the small hunger or as an energy boost, the strategists have located a need for happiness among the younger target group to set themselves apart from the other brands. "Apparently, no brand has ever felt really comfortable making inroads in this field. Although frustration is as much a part of everyday life as humor is to advertising," Erhart chuckles. It's obvious that "not all kids are happy all the time and might not want to see overjoyed people in advertising," adds CD Dieter Hofmann.
That's exactly where he and his team want to pick up the young target audience with two spots. In "Jukebox" and "Boy or Girl," two very self-confident but thoroughly normal boys experience the embarrassment of their lives. While one of them blows the chance to prove his musical competence in a rock shed, the other one has serious doubts about his "knowledge of women". Fortunately, there are friends and girlfriends who stand by you - and Blox is one of them.
With four graduates of the Bulgarian State Drama School, the young German director Manuel Werner realized two dialogue-free flicks, which with their subtlety should appeal to the young cinema and music channel audience.
Bulgarian actors served as archetypes of Swiss youth for the Migros agency Exxtra in two TV commercials for Blox.
8 percent.
By contrast, growth in filled bars - still the largest product group - such as Mars, Blox and Twix was flat at 2 percent. The reason for this is the introduction of new variations in mini pouches and multipacks, which are mainly marketed by wholesalers and discounters.
On the other hand, advertising spend for the tasty nibbles has fallen drastically, from almost 15 to just over 10 million Swiss francs last year. This is the market environment for Migros' seven-year-old chocolate bar family, which has now approached its saturation point, as Exxtra client service director Stefan Erhart explains.
In order to boost the business with the small seducers, a qualitative study was conducted to evaluate the development possibilities for Blox. And this was not without consequences: First, a redesign of the packaging was undertaken, which placed greater emphasis on product quality. Based on this, Exxtra designed the campaign that has now been launched, which consistently focuses on a central consumption motif.
Happy is he who eatsWhile most brands recommend themselves only just for the small hunger or as an energy boost, the strategists have located a need for happiness among the younger target group to set themselves apart from the other brands. "Apparently, no brand has ever felt really comfortable making inroads in this field. Although frustration is as much a part of everyday life as humor is to advertising," Erhart chuckles. It's obvious that "not all kids are happy all the time and might not want to see overjoyed people in advertising," adds CD Dieter Hofmann.
That's exactly where he and his team want to pick up the young target audience with two spots. In "Jukebox" and "Boy or Girl," two very self-confident but thoroughly normal boys experience the embarrassment of their lives. While one of them blows the chance to prove his musical competence in a rock shed, the other one has serious doubts about his "knowledge of women". Fortunately, there are friends and girlfriends who stand by you - and Blox is one of them.
With four graduates of the Bulgarian State Drama School, the young German director Manuel Werner realized two dialogue-free flicks, which with their subtlety should appeal to the young cinema and music channel audience.
Bulgarian actors served as archetypes of Swiss youth for the Migros agency Exxtra in two TV commercials for Blox.
Declining Spendings and Slowing Revenue Growth.
Luca Aloisi
