Enjoying lighter is not difficult

 
Nutrition Exxtra Kommunikation launches a new TV commercial for the Migros light brand. 
Light products are on the rise. However, it is often assumed that they cannot keep up with conventional products in terms of taste due to the reduction in fat. The products in the Weight Watchers line, for example, have to fight against this prejudice. These products offered by Coop are positioned as a competence brand for weight control. In contrast, Migros wants to focus more on indulgence with its light products. For this reason, the products must also "meet high taste standards" during production, according to the company's own advertising for the Léger products.
Exxtra has now dramatized this message in a film. Its commercial was preceded by a repositioning in which all Migros' light brands (above all Slimline) were integrated into the Léger competence brand. This includes not only low-fat dairy products, but also around 90 everyday products that are reduced in fat, carbohydrates and calories: from cheese and cold cuts to puff pastry.
For the Léger commercial, the aim was to consolidate this positioning and dramatize the brand promise of "enjoyment without regret", but without "presenting weight control in a negative context", according to CD Dieter Hofmann.
The Léger spot by Exxtra Kommunikation therefore pays particular attention to the pleasure scene: a young couple is eating Léger dishes on a roof terrace when a thunderstorm rolls in. The patio door is caught by a gust of wind and slams shut. The couple would be trapped - if they weren't slim enough to escape between the bars to the neighboring terrace with the open door. To emphasize this stroke of luck, an antenna struck by lightning falls onto the breakfast table.
If the main characters in the new Migros commercial were not so slim thanks to the consumption of Léger products, they might have been killed by the antenna - this is the punch line of the film, in which Exxtra Kommunikation gets to the heart of the brand promise "For indulgence without remorse" in a surprising way.
The spot runs in two waves from May 12 to June 10 and from August 25 to October 5.
Andreas Panzeri