New logo and new baseline
Antalis« rebranding is being promoted with the tagline »Just ask Antalis” and a film by Wim Wenders.
WW: What has changed with the rebranding of Antalis?
Yvonne Fertig: The claim "more than paper" as a supplement to the logo is replaced by "Just ask Antalis". In this way we want to show: Our customers can ask Antalis at any time - we will find a solution. A website www.just-ask-antalis.ch has been launched for this purpose.
There is also a new positioning. What is the strategy behind the Race 2012 project?
Clearly an increased customer focus. Optimized processes and more standardized structures will put the customer at the center. We want to better adapt to customer needs and support customers in solving their problems. Race 2012 is an international project that will be implemented by Antalis in all subsidiaries. Growth markets such as industrial packaging and visual communication are also being promoted.
What specific advertising measures are planned in Switzerland?
There is a "soft switch" for the new CI. All communication materials from January/February 2011 will be produced in accordance with the new CI. This applies to all price lists, advertisements and truck lettering. What is new or needs to be done will be adapted. There will be no "rebranding" to a "big bang".
Which agency designed the rebranding?
Bambuck.com, the agency from the Antalis headquarters in Paris, is responsible for the rebranding.
The concept also includes a film by star director Wim Wenders. Will it also be shown in Switzerland?
The spot can currently be seen on www.antalis.ch. However, the film will also be shown at internal meetings, at the Antalis Switzerland reception and at trade fairs and exhibitions. The film is the "flagship element" of the campaign and shows the entire spectrum of Antalis in a very lively way in just 90 seconds. pan
