Encourager fresh from Valais
In addition to calcium and magnesium, Exxtra mineral water now plans to infuse the water from Aproz with emotional values as well.
In addition to calcium and magnesium, Mineralwasser Exxtra now wants to mix emotional values into the water from Aproz.
There is no drought: from the premium table water in the artful
From bottles to cheap imports, everything is available that is practically
quenches thirst without color or taste. Precisely because the
differences can hardly be perceived through the taste buds
differentiation is largely based on communication. As particularly
It is difficult to compete with brands in the mid-price segment against the
Defending discount water: Here, clear and relevant
brand promise and emotionality defend the higher price.
Aproz from Migros, which is positioned as a family water, has
has so far been distinguished by its high mineral content: With 1679 mg/l
it has one of the highest calcium and magnesium contents of all
Swiss mineral water. In the past, Aproz mainly worked with this
mineral content. The company worked with factual PR and a
Water rather dry brochure. As the price war intensifies, Aproz
but to go one step further and to analyze this benefit from the consumer's point of view.
emotional dramatization in order to remain the most popular mineral water.
of Switzerland, Exxtra has recognized.
The market has changed. Many new waters have emerged.
Fine waters such as San Benedetto are already available in discount stores at
buy. Migros also sells luxury brands such as San
Pellegrino or Vitel on offer. For many customers, the
The only difference is the price. But here Aproz is even more expensive than cheap ones
New imports. M-Budget mineral water is also available in-house.
competition that is already popular with many customers.
Against this backdrop, the new advertising campaign from Exxtra
was created. It is intended to lend the Aproz brand emotional values and
rational arguments consistently. The central statement is:
Because Aproz contains so many minerals, it is a source of
strength, energy, health, courage and refreshment.
In contrast to Valser or Evian, Aproz is not intended as a
lifestyle product, but as water for people
of all age groups. Whilst Valser's advertising is based on the rustic
mountains in the Valais and into the modern city with its
elegant lifestyle, Aproz is consciously moving into the
other direction. "We are bringing Aproz back to the Valais mountains",
says CD Dieter Hofmann.
Exxtra Kommunikation wanted to give the strategic own brand, this
Migros, a real Migros veteran, a refreshment cure, without
traditional values such as family, down-to-earthness and health in
question. The photographer of the campaign is the Swiss Stefan
Schacher, who captures the imposing play of light in the Alps in the same way
as the naturalness of the models. Because as testimonials
deliberately did not hire professionals, but "real", authentic people
from the Valais. The campaign is deliberately not based on humor or
surprising statements, but "of aesthetics, calm and sovereignty",
as AD Grischa Rubinick explains. The writing is artful as under
set with an aqueous filter. Different color tones support the
individual statements. Only a small copy explains where Aproz
and what is in the water.
The campaign starts with double-sided advertisements, later to be supplemented with
smaller subjects can be duplicated. Posters are under discussion on
A movie is not made. Migros doesn't even want to get involved.
to engage in an advertising material battle against Valser. There is
The new lifestyle is not the only way to observe that the Coca-Cola Company
as the new owner determines the advertising. "Join in or get out of the way?"
was the question at Exxtra. They opted for an honest approach with
unspectacular, but credible advertising.
People know Aproz, so in the sea of mineral water, the customer only has to think of
be reminded of this brand. Existing customers should be
Purchase selection to be confirmed.
There is no drought: from the premium table water in the artful
From bottles to cheap imports, everything is available that is practically
quenches thirst without color or taste. Precisely because the
differences can hardly be perceived through the taste buds
differentiation is largely based on communication. As particularly
It is difficult to compete with brands in the mid-price segment against the
Defending discount water: Here, clear and relevant
brand promise and emotionality defend the higher price.
Aproz from Migros, which is positioned as a family water, has
has so far been distinguished by its high mineral content: With 1679 mg/l
it has one of the highest calcium and magnesium contents of all
Swiss mineral water. In the past, Aproz mainly worked with this
mineral content. The company worked with factual PR and a
Water rather dry brochure. As the price war intensifies, Aproz
but to go one step further and to analyze this benefit from the consumer's point of view.
emotional dramatization in order to remain the most popular mineral water.
of Switzerland, Exxtra has recognized.
The market has changed. Many new waters have emerged.
Fine waters such as San Benedetto are already available in discount stores at
buy. Migros also sells luxury brands such as San
Pellegrino or Vitel on offer. For many customers, the
The only difference is the price. But here Aproz is even more expensive than cheap ones
New imports. M-Budget mineral water is also available in-house.
competition that is already popular with many customers.
Against this backdrop, the new advertising campaign from Exxtra
was created. It is intended to lend the Aproz brand emotional values and
rational arguments consistently. The central statement is:
Because Aproz contains so many minerals, it is a source of
strength, energy, health, courage and refreshment.
In contrast to Valser or Evian, Aproz is not intended as a
lifestyle product, but as water for people
of all age groups. Whilst Valser's advertising is based on the rustic
mountains in the Valais and into the modern city with its
elegant lifestyle, Aproz is consciously moving into the
other direction. "We are bringing Aproz back to the Valais mountains",
says CD Dieter Hofmann.
Exxtra Kommunikation wanted to give the strategic own brand, this
Migros, a real Migros veteran, a refreshment cure, without
traditional values such as family, down-to-earthness and health in
question. The photographer of the campaign is the Swiss Stefan
Schacher, who captures the imposing play of light in the Alps in the same way
as the naturalness of the models. Because as testimonials
deliberately did not hire professionals, but "real", authentic people
from the Valais. The campaign is deliberately not based on humor or
surprising statements, but "of aesthetics, calm and sovereignty",
as AD Grischa Rubinick explains. The writing is artful as under
set with an aqueous filter. Different color tones support the
individual statements. Only a small copy explains where Aproz
and what is in the water.
The campaign starts with double-sided advertisements, later to be supplemented with
smaller subjects can be duplicated. Posters are under discussion on
A movie is not made. Migros doesn't even want to get involved.
to engage in an advertising material battle against Valser. There is
The new lifestyle is not the only way to observe that the Coca-Cola Company
as the new owner determines the advertising. "Join in or get out of the way?"
was the question at Exxtra. They opted for an honest approach with
unspectacular, but credible advertising.
People know Aproz, so in the sea of mineral water, the customer only has to think of
be reminded of this brand. Existing customers should be
Purchase selection to be confirmed.
Andreas Panzeri
