JWT/Fabrikant for Hakle: Swiss made campaign

Softness, tear resistance, lay-flatness - classic communication, especially for sanitary papers, usually focuses exclusively on the actual product properties. For the target group, however, this is often interchangeable and offers little that is new. That's why Hakle is now taking communication for toilet paper a step further and picking up consumers on a different level. With a TV and online campaign, Hakle is currently focusing on transparency and interaction, thus conveying the "Swiss made" theme that is so important to the company. Hakle has been producing in Switzerland for 60 years. The Kimberly-Clark site in Niederbipp is the focus of the current "Hilf Oberholzer" campaign. In the commercials, the consumer is actively involved in the brand and the associated production, and then the campaign is resolved online in a big ideas competition.

"Hilf Oberholzer" as a creative platform for modern consumers

Consumer Involvement - one of the buzzwords of our time and clear measure of Kimberly-Clark, because regionality should be lived authentically through the dialogue with consumers, as it says in a statement. In the current TV spots, the fictional and slightly chaotic product manager Dani Oberholzer needs help to make it clear that Hakle is a "Swiss original." Unfortunately, Oberholzer's own ideas on the subject all go awry, and that's where consumers come in: on the specially created virtual platform Help-oberholzer.ch they can upload their ideas and compete against others. The best will be awarded prizes and of course rewarded with great prizes.

"It is important to us to highlight that Hakle is produced here in Switzerland for Switzerland," says Anika Fischer, Brand Manager Hakle, explaining the background to the campaign idea, which was shot consistently at the Niederbipp production site. "Consumers have great confidence in the country's own quality and consciously choose products from their home country. That's where we want to start, to strengthen trust in our brand and encourage people to participate."

In this way, Hakle breaks away from the classic advertising concept of purely emphasizing product features and shows its innovative strength. "Hilf Oberholzer" actively builds trust in the actual production of Hakle toilet paper, as this can be seen within the spots, and invites its consumers to engage with the brand. All this with a wink and a lot of charm, because "we also want to entertain consumers and make the topic of toilet hygiene self-evident" says Anika Fischer.

Responsible at Kimberly-Clark Switzerland: Hugo ter Braak (Marketing Manager Kimberly-Clark Switzerland), Anika Fischer (Brand Manager Hakle). Responsible at JWT/Fabrikant: Remy Fabrikant (Managing Director/CEO) ; Michele Salati (Creative Director); Petra Ehrhard (Business Director); Ute Schäfer (Account Director); Michael Gloor (Producer; Onfilm); JJ Keith (Director), Jonas Oswald (Photographer).