Not for sleepyheads
Bico mattresses still ensure a «deep, healthy sleep.» Other than that, almost everything is new.
Matratzen Bico still provides a "tüüfe gsundä Schlaaf". Otherwise, almost everything is new.Nothing looks sleepier than an advertisement for mattresses. Especially if it is very good and therefore operates for years with the always the same, and once in a while also soporific claim "Für ä tüüfe, gsundä Schlaaf". For 17 years, until 1991, Bico AG in Schänis advertised with the twins Martin and Sepp Müller from Näfels. The two weird birds with the Glarus dialect became so famous that, according to a study, many people still associate Bico with these two sleeping caps today, even though advertising with the two originals was discontinued more than ten years ago. The campaign originated from the FCB Leutenegger Krüll agency. The well-known comedian Emil also contributed to later concepts as a copywriter.
Back to the root agency
Then, with the change of ownership at Bico, the advertising also went to another agency. The last four campaigns sold Bico mattresses via a sleeping woman as the new sympathetic figure. "We lacked differentiation from other products," says Roman Corbat, head of marketing at Bico, now explaining the return to FCB Leutenegger Krüll. There, CD Mike Krüll is naturally "very proud" that they won back this prestigious account in a pitch. At the same time, the agency was aware that even public favorites have an expiration date.
On the other hand, the company was determined to save - or rather revive for a new generation of sleepers - the claim "Für ä tüüfä, gsundä Schlaaf".
Three cheeky-looking spots have now been realized. "Alarm Clock" shows a young man setting a whole battery of alarm clocks before falling asleep, so that he doesn't miss out despite the most blissful Bico sleep. The advertisers venture further into the realm of dreams with their "Flood" spot. In a flooded area - visualized with newsreel footage of a flood disaster - a woman can no longer be rescued by helicopter. Instead, she finds rescue at the last second on a mattress. On the bico-raft, she soon drifts peacefully slumbering towards the end of the natural disaster. A third spot, "Healing," is intended to tease the viewer in a way that has not yet been approved by the client, on the subject of miracle healers and back problems.
For a bright audience
The spots are designed as an image campaign to rejuvenate the brand. In parallel, more factual spots and advertisements highlighting the benefits of Bico's ClimaLuxe, BicoFlex and Privilège mattresses are running.Bico AG, which has also been temporarily part of Valora's portfolio, is now part of Hilding Anders, Sweden's largest bed group. Bico is the market leader in Switzerland with a 35 percent share of sales.
The stuff dreams are made of: Spot "Flood" for Bico
Andreas Panzeri
Back to the root agency
Then, with the change of ownership at Bico, the advertising also went to another agency. The last four campaigns sold Bico mattresses via a sleeping woman as the new sympathetic figure. "We lacked differentiation from other products," says Roman Corbat, head of marketing at Bico, now explaining the return to FCB Leutenegger Krüll. There, CD Mike Krüll is naturally "very proud" that they won back this prestigious account in a pitch. At the same time, the agency was aware that even public favorites have an expiration date.
On the other hand, the company was determined to save - or rather revive for a new generation of sleepers - the claim "Für ä tüüfä, gsundä Schlaaf".
Three cheeky-looking spots have now been realized. "Alarm Clock" shows a young man setting a whole battery of alarm clocks before falling asleep, so that he doesn't miss out despite the most blissful Bico sleep. The advertisers venture further into the realm of dreams with their "Flood" spot. In a flooded area - visualized with newsreel footage of a flood disaster - a woman can no longer be rescued by helicopter. Instead, she finds rescue at the last second on a mattress. On the bico-raft, she soon drifts peacefully slumbering towards the end of the natural disaster. A third spot, "Healing," is intended to tease the viewer in a way that has not yet been approved by the client, on the subject of miracle healers and back problems.
For a bright audience
The spots are designed as an image campaign to rejuvenate the brand. In parallel, more factual spots and advertisements highlighting the benefits of Bico's ClimaLuxe, BicoFlex and Privilège mattresses are running.Bico AG, which has also been temporarily part of Valora's portfolio, is now part of Hilding Anders, Sweden's largest bed group. Bico is the market leader in Switzerland with a 35 percent share of sales.
The stuff dreams are made of: Spot "Flood" for Bico
Andreas Panzeri
