Migros on a beauty mission

WW: In its new "I am" campaign, Migros encourages people to please others with a compliment (Werbewoche.ch reported). Jürg Spring, when was the last time you paid someone a compliment?

Jürg Spring: That was the case two days ago when I came out of a restaurant and met an acquaintance. I spontaneously told her she looked dazzling, which immediately put a smile on her face.

So the campaign has already worked for you.
Exactly, that's the goal. We don't just want to provide entertaining advertising or talk about products, we want to move people to action. It's so easy to make someone more beautiful with a compliment. The campaign calls on people to do the same. To this end, we are currently putting on www.i-am.ch 550 poster sites available and ask users to publicly compliment other people.  

What is the most captivating thing about the campaign?
Quite simply the idea behind it. Giving compliments springs from the core of the brand: "Beauty needs care" and that means not only the body, but also the soul. Added to this is the implementation of the idea in the TV commercial. The protagonists of the film are real passers-by, people with emotions. This makes the spot authentic and fits in with "I am" and the core message "I am beautiful, just as I am".

Many cosmetic brands advertise authenticity and naturalness (e.g. Dove - a brand for true beauty). How does "I am" distinguish itself from this?
In this respect, positioning is not that far removed from it. However, the differentiation takes place at the content level. The brand essence is the self-confident attitude from within. "I am beautiful the way I am" is combined in the campaign with the compliment from the outside "You are beautiful the way you are". This clearly differentiates us from the competition.

Migros is currently doing a lot of advertising for its own brands. How does the "I am" campaign fit in?
The "I am" products are of course also part of the ongoing "From us. From here." campaign, because they also come from Migros' own industry. They are produced by "us" in Switzerland true to the motto "What's close to our hearts, we make ourselves". Behind "I am" is the Mibelle Group, Migros' own industrial operation

For what reasons does Migros carry a private label like "I am"?
With our own brands, we quite generally differentiate ourselves from our competitors. "I am" is an innovative brand that constantly surprises with new products. With this brand, we address women and men who have a demand for quality at a good price. Since we develop these products ourselves, we can respond even better and specifically to the needs of our customers.

Do mainly price-conscious customers buy "I am"?
They are consumers who pay attention to a good price-performance ratio. "I am" is not a cheap line, but a high-quality, comprehensive skin care line at a fair price. It is aimed at customers for whom both the product and the price are important.

"I am" was created in 2008, when various care brand lines were combined under the new umbrella brand. How has the brand developed since then?
Very good. According to the Brand Asset Valuator (brand and consumer study by Young & Rubicam), "I am" has become a power brand. It can compete with competitors in terms of brand vitality and brand strength. However, there has been a certain discrepancy between the product or the experience on the shelf and the advertising.

In what way?
In communication, "I am" was very conspicuous, loud and self-centered. The "I am what I am" song by Gloria Gaynor from the TV commercial is probably still in the ears of many today. This brand promise did not match the experience one had when holding the product in one's hand. The logo was unobtrusive, not very self-confident, and in some cases poorly legible. With the relaunch at the product level, we made significant changes to the design and the logo. With the new campaign, we are now closing this discrepancy and creating a consistent brand experience.

Have the "I am" shares in the cosmetics range increased?
Yes, "I am" is a brand that has grown strongly. We attribute this to the high brand awareness, but also to the constant expansion of the range. In addition to individual new products, for example, entire product ranges have been added, such as "I am Professional," a high-quality hair care line, or "I am Natural," the product line based on natural ingredients.

In the cosmetics and care sector, new products are coming onto the market on a treadmill. How much pressure are you under to follow suit?
I wouldn't call this pressure, but rather an incentive. We follow what's new on the market and check whether the innovations fit with "I am". "I am Natural" or "I am Professional" are such examples. These are two fast-growing segments in the cosmetics sector that can be well managed under the "I am" brand.

What plans do you have for "I am" in the coming months?
In addition to the current classic campaign, customers can use the Website enter into a dialog with us. They can apply for test packages or receive simple application tips for the "I am" products via tutorial videos. From March 31, the most beautiful compliments, which can now be submitted online and voted on, will then be displayed at 550 billboard locations throughout Switzerland.

And in the store: Are compliments handed out at the checkout?
That would be the desired effect to the end. It is important that compliments always come honestly from within, otherwise they do not appear authentic. However, initial positive reactions from employees make me confident that we can bring about a change in attitude with the campaign and trigger a small or even larger wave of compliments.

Interview: Isabel Imper