Migros brand fresh from the press
Media: Switzerland's second-largest print publication, now redesigned: Migros Magazine is being launched by Wyler Werbung.
Media Second-largest Swiss print product and redesigned: The Migros magazine is launched by Wyler Werbung Almost five years after its last redesign, the Migros customer magazine has reinvented itself. The aim: to make up for the stronger media performance of its competitor Coop and to integrate the Cumulus magazine in the medium term, which, together with the new content and design concept, should increase its appeal and reach. Comparable caliber would transform the advertising campaign into an act of national monumental drama to publicize the innovations. Migros, however, remained true to itself and opted for the safe value of Wyler advertising.
In keeping with Migros' typical headlines and typography, the team led by CD Ruedi Wyler presents the magazine in a pragmatic and sober launch campaign. Various advertising media and subjects convey the message that Migros is now also available to read. As additional subscribers are difficult to gain with a readership of 2.6 million, the concept had to have a "salesy" staging, according to Marius Hagger, Head of Migros Press. And: "We didn't want to base the campaign on the visuals of the magazine, but directly on the Migros brand."
However, the MGB committees made a concession in the advertising campaign, "which plays with exaggerations from the world of fairy tales", says Wyler. Wittily modified Kamasutra positions are intended to position the revamped weekly as an interesting read.
The second phase is already being worked on carefully, according to Migros Presse. "Due to the new proximity to the brand, the continuation must of course fit into the overall communication concept," says Hagger. Further fresh press appearances are therefore guaranteed.
Migros has it - and now customers have it too.
Luca Aloisi
In keeping with Migros' typical headlines and typography, the team led by CD Ruedi Wyler presents the magazine in a pragmatic and sober launch campaign. Various advertising media and subjects convey the message that Migros is now also available to read. As additional subscribers are difficult to gain with a readership of 2.6 million, the concept had to have a "salesy" staging, according to Marius Hagger, Head of Migros Press. And: "We didn't want to base the campaign on the visuals of the magazine, but directly on the Migros brand."
However, the MGB committees made a concession in the advertising campaign, "which plays with exaggerations from the world of fairy tales", says Wyler. Wittily modified Kamasutra positions are intended to position the revamped weekly as an interesting read.
The second phase is already being worked on carefully, according to Migros Presse. "Due to the new proximity to the brand, the continuation must of course fit into the overall communication concept," says Hagger. Further fresh press appearances are therefore guaranteed.
Migros has it - and now customers have it too.
Luca Aloisi
