Migros: Only twelve brands to be advertised
In the future, Migros will only promote twelve of its own brands: Actilife, Anna's Best, Aproz, Candida, Farmer, Frey, Heidi, I am, Léger, Lillibiggs, Sélection, and Total. In addition, several of the retailer's brands could be discontinued.
According to an article in the Sunday newspaper Sonntag, Migros will only be advertising twelve brands, so-called program brands, in future. This news is surprising in that Migros President Claude Hauser spoke in an interview in mid-December of several dozen brands for which the advertising drum should be beaten in future. The program brands that have now been defined include: Actilife, Anna's Best, Aproz, Candida, Farmer, Frey, Heidi, I am, Léger, Lillibiggs, Sélection and Total.
When limiting the brands advertised, care was obviously taken to ensure that only one brand was advertised for related products. This means that only Total remains in the detergent category, with Elan and Savo out of the running. In addition to the twelve program brands, a further 45 brands were determined on Sunday to remain without being advertised. The fate of the remaining 200 or so own brands (out of a total of 250) is uncertain. Sonntag speculated that related brands could be merged under one name, such as cosmetic products (Iduna, Jana) under the name I am.
When limiting the brands advertised, care was obviously taken to ensure that only one brand was advertised for related products. This means that only Total remains in the detergent category, with Elan and Savo out of the running. In addition to the twelve program brands, a further 45 brands were determined on Sunday to remain without being advertised. The fate of the remaining 200 or so own brands (out of a total of 250) is uncertain. Sonntag speculated that related brands could be merged under one name, such as cosmetic products (Iduna, Jana) under the name I am.
