Product samples that are quickly absorbed
Body Care Exxtra is launching the new moisturizer from Migros' Zoé line with sample messages.
is a popular advertising motif because it is easy to display.
The realization of product benefits ranges from 14-year-old models with
wrinkle-free, perfect face to the before-and-after
Comparison or
the illustration of plants, flowers and fruits with moisture
active ingredients or other good dermatological
Features. However, the advertising ideas have already been repeated several times
and now differ only in the credibility of the so
dramatized product benefits. While international beauty groups
their messages and recall values with huge advertising campaigns
Migros' own brand Zoé is trying to make up the difference in the
Advertising print with sophisticated originality in your campaigns
to make up for it.
The pattern becomes the star
That's why Exxtra is launching the new Zoé moisturizing care line with
a print campaign in which the free samples are not simply displayed in the
The focus is on the product and serves as evidence of its benefits.
The pattern itself is made the star, with the only moist
Spot of arid landscape or natural composition under this
hidden.
The campaign, conceived and realized by Exxtra, shows aesthetic
Images of arid natural landscapes, tree bark or river stones, in which
where the only piece of moisture under the pattern appears
comes. In the form of deep green moss or grass.
The proof of the effectiveness of the new Migros cream is therefore not
about pseudo-scientific treatises, but about a
surprising image effect, says consultant Stefan Erhart. Especially in
In contrast to the interchangeable competitor advertisements, the
Zoé imagery after the equally independent previous campaigns continues
be deepened. In fact, the advertising motifs radiate naturalness
and beauty, without the typical women's faces.
to have to fall back on. However, the Zoé campaign is not only intended to
to increase awareness of the premium line. At the same time, it is hoped that
a refresh of the overall brand.
Luca Aloisi
