Publicis: Advertising account won for Bernina's international brand presence
In May 2010, Bernina invited Publicis Communications and other agencies from Germany and the United States to participate in a pitch for the advertising budget for its international brand campaign. After several rounds, Publicis Communications prevailed over the competition and won the pitch.
Claudia Staber, Vice President Marketing Bernina International, was quoted in a press release as saying that both the strategic design and the creative implementation were convincing. These would move away from the conventional images of users next to their sewing machines towards playfully creative, emotional and aesthetic imagery. Such an appearance also appropriately conveys the premium aspect of the Bernina brand and expresses the creative aspect of working with the sewing machine and the passion with which most seamstresses go about their work.
The new website will be launched in late summer 2011 with a multimedia campaign in the main markets of the USA, Germany and Switzerland.
