Online promotion for Migros cult drink
To thank its loyal «Ice Tea» fans, Migros is launching the «Lucky Bottle» online contest. The promotion was created by its in-house agency, Jung von Matt.
"From us. From here" - what Migros cares about, it makes itself. Under this label, the retailer now manufactures over 10,000 products itself in Swiss production facilities, creating product classics that people no longer want to do without. These include Migros Kult Ice Tea, the nation's most popular iced tea.
Following the successful Ice Tea campaigns "Pack your bags" (2015) and "Sweet Ticket" (2014), Migros is this time taking users on a journey to the birthplace of the cult drink - the production halls of Bischofszell Nahrungsmittel.
Every year, 27 liters of ice tea are consumed per capita in Switzerland. To quench the thirst of Mr. and Mrs. Swiss, more bottles have to be produced on hot days. The competition on Lucky-bottle.ch or in the Migros app plays with this mechanism: With the help of a winning code on the iced tea lids, users can place their iced tea bottles on the conveyor belt and label them with their name. As soon as the daily production target is reached, the conveyor stops. The "Lucky Bottle" marker identifies the respective daily winner.
Responsible at the Federation of Migros Cooperatives: Daryl Peter (Junior Project Manager Umbrella Campaigns); Philipp Bühler (Project Manager Digital Communication) ; Stephan Lustig (Category Manager Beverages/ Health); Angela Schärer (Category Field Manager Beverages/ Health). Responsible at Bischofszell Nahrungsmittel: Arnold Graf (Key Account/Product Group Manager). Responsible at Jung von Matt: Marco Zimmerli (Creative Direction); Andrea Klainguti (Art Direction) ; Amir Ferhatbegovic (Consulting); Kurt Bösiger (Visualizations 3D) ; Ralf Brändli, Jonas Gruemann, Sebastian Wohlrab (Technology).
