Melting and sweet
Candy maker Doetsch Grether aims to put its own brand, Grether’s Pastilles, back on everyone’s lips with an FCBLK campaign. The Basel-based company has also tapped into a new distribution channel through Coop.
Candy market Doetsch Grether wants to get its own brand Grether's Pastilles back on everyone's lips with an FCBLK campaign. With Coop
the Basel-based company has also opened up a new distribution channel.
Blackcurrant, glycerine and agar agar: these are the ingredients of Grether's Pastilles, which until recently were only available in drugstores and pharmacies. At the beginning of November, the manufacturer Doetsch Grether AG (DG) entered into a new distribution partnership with Coop and introduced a 60-gram tin for retailers. These changes are reason enough for the Basel-based family business to reinforce its product at the pull level of communication. A new advertising campaign from FCB Leutenegger Krüll (FCBLK) aims to get the pastilles on everyone's lips. "The aim is to increase awareness of Grether's Pastilles and make it one of the top five best-known sweets brands," says Christoph Bögli, FCBLK consultant, explaining the ambitious goal. Those responsible not only want to measure Pastilles against its peers, but also to double its awareness within the entire sweets market. Advertising spend in the first nine months amounted to around CHF 3.5 million in this sector. Fisherman's Friend, Läkerol, Ricola and Tic Tac were the most active in the Swiss market.
Grether's Pastilles were originally produced by the British company Allen & Hanburys Ltd. according to a recipe from the 18th century. When production was discontinued in the early 1970s for financial reasons, the Basel-based wholesale company Doetsch Grether acquired the manufacturing license for the pastilles. DG had been responsible for the distribution of the product in Switzerland since 1930. With the relocation of the production facility from England to Switzerland, nothing changed apart from the name - Allenbury's became Grether's Pastilles: to this day, the product is still made by hand according to the original recipe using selected ingredients.
The Kerativ team led by CD Mike Krüll was also committed to the origin. The implementation was to visually incorporate and emphasize the origin of the neck pastille. With the butler Ernest and his lord, the creative team created two characters to identify with. Inspired by the exchange of blows between the two comedians Walther Matthau and Jack Lemmon in "An Odd Couple", the protagonists engage in verbal battles in a very British setting - which always revolve around Grether's Pastilles. The result is basically "printed films", remarks Mike Krüll not without pride.
Running gag porcelain dog
Photographer David Stewart - himself of British origin - also contributed to this, capturing the scenes on celluloid with great attention to detail. For example, the viewer will find the porcelain dog in each of the four subjects. According to Krüll, the aim was to emphasize the English, but with a touch of humour. In addition to the origin, the advertisements also want to recall the elaborate production of the cassis pastilles. They are still produced in batches - and are therefore more expensive than their mass-produced counterparts.
By opening up the distribution channel, the aim is to break through the growth barriers and increase sales of Grether's Pastilles. It is not surprising that this innovation has not been well received by the specialist trade. Nevertheless, consultant Bögli is convinced that the "enormous media pressure" will also increase sales in the specialist stores.
Doetsch Grether AGThe family business Doetsch Grether (DG) goes back to a pharmacy opened in Basel in 1899. In the following years
it was expanded into a wholesale company for pharmaceutical and cosmetic products under the direction of the Grether family. This was later followed by distribution orders, and DG has also been a production facility since the early 1960s. In 1975, Esther Grether-Kast became his successor
of her late husband Hans Grether, second-generation owner. The sole shareholder of DG is also Chairman of the Board of Directors of Beiersdorf Switzerland, half of which is owned by her and half by the German
Group. Grether also sits on the Board of Directors of Swatch
Group and, with a share of around seven percent, is the second largest
individual shareholder. In addition to Beiersdorf products, DG produces the
own brands Fenjal, Dikla, Crest condoms, Grether's Pastilles and
Sulgan. Last year, the family business achieved a turnover of around 103 million Swiss francs. (sk)
"Printed films": ads for Grether's from the candy kitchen of FCB Leutenegger Krüll.
Simone Keller
the Basel-based company has also opened up a new distribution channel.
Blackcurrant, glycerine and agar agar: these are the ingredients of Grether's Pastilles, which until recently were only available in drugstores and pharmacies. At the beginning of November, the manufacturer Doetsch Grether AG (DG) entered into a new distribution partnership with Coop and introduced a 60-gram tin for retailers. These changes are reason enough for the Basel-based family business to reinforce its product at the pull level of communication. A new advertising campaign from FCB Leutenegger Krüll (FCBLK) aims to get the pastilles on everyone's lips. "The aim is to increase awareness of Grether's Pastilles and make it one of the top five best-known sweets brands," says Christoph Bögli, FCBLK consultant, explaining the ambitious goal. Those responsible not only want to measure Pastilles against its peers, but also to double its awareness within the entire sweets market. Advertising spend in the first nine months amounted to around CHF 3.5 million in this sector. Fisherman's Friend, Läkerol, Ricola and Tic Tac were the most active in the Swiss market.
Grether's Pastilles were originally produced by the British company Allen & Hanburys Ltd. according to a recipe from the 18th century. When production was discontinued in the early 1970s for financial reasons, the Basel-based wholesale company Doetsch Grether acquired the manufacturing license for the pastilles. DG had been responsible for the distribution of the product in Switzerland since 1930. With the relocation of the production facility from England to Switzerland, nothing changed apart from the name - Allenbury's became Grether's Pastilles: to this day, the product is still made by hand according to the original recipe using selected ingredients.
The Kerativ team led by CD Mike Krüll was also committed to the origin. The implementation was to visually incorporate and emphasize the origin of the neck pastille. With the butler Ernest and his lord, the creative team created two characters to identify with. Inspired by the exchange of blows between the two comedians Walther Matthau and Jack Lemmon in "An Odd Couple", the protagonists engage in verbal battles in a very British setting - which always revolve around Grether's Pastilles. The result is basically "printed films", remarks Mike Krüll not without pride.
Running gag porcelain dog
Photographer David Stewart - himself of British origin - also contributed to this, capturing the scenes on celluloid with great attention to detail. For example, the viewer will find the porcelain dog in each of the four subjects. According to Krüll, the aim was to emphasize the English, but with a touch of humour. In addition to the origin, the advertisements also want to recall the elaborate production of the cassis pastilles. They are still produced in batches - and are therefore more expensive than their mass-produced counterparts.
By opening up the distribution channel, the aim is to break through the growth barriers and increase sales of Grether's Pastilles. It is not surprising that this innovation has not been well received by the specialist trade. Nevertheless, consultant Bögli is convinced that the "enormous media pressure" will also increase sales in the specialist stores.
Doetsch Grether AGThe family business Doetsch Grether (DG) goes back to a pharmacy opened in Basel in 1899. In the following years
it was expanded into a wholesale company for pharmaceutical and cosmetic products under the direction of the Grether family. This was later followed by distribution orders, and DG has also been a production facility since the early 1960s. In 1975, Esther Grether-Kast became his successor
of her late husband Hans Grether, second-generation owner. The sole shareholder of DG is also Chairman of the Board of Directors of Beiersdorf Switzerland, half of which is owned by her and half by the German
Group. Grether also sits on the Board of Directors of Swatch
Group and, with a share of around seven percent, is the second largest
individual shareholder. In addition to Beiersdorf products, DG produces the
own brands Fenjal, Dikla, Crest condoms, Grether's Pastilles and
Sulgan. Last year, the family business achieved a turnover of around 103 million Swiss francs. (sk)
"Printed films": ads for Grether's from the candy kitchen of FCB Leutenegger Krüll.
Simone Keller
