Fast slopes
SFLB Skincare is urging people to ski safely through a global in-store campaign. And it is preparing the brand for new product lines.
Tobler & Co and produced care products for shoes and leather goods
from. The wax and care product brand is now part of the Mammut
Sports Group, for which Spillmann Felser Leo Burnett (SFLB) has already worked for other
brands has been refreshed. Although Toko is one of the leading manufacturers
of ski, textile and shoe care. However, their image has
years despite its high profile and strong profile. In the
This can be a problem even for cash cow products in the sporting goods market.
if the competition raises its profile among the target groups.
Diversification as a new goal
Before such a scenario could materialize, Michael
Gyssler, responsible for Mammut aktiv. "We want to
Toko appearance no longer product-oriented, but benefit-oriented",
he says. He is also referring to the changes in media technology.
Whereas in the past the focus was primarily on POS presence and PR, the brand is now to be
will be increasingly strengthened through traditional advertising in the future. And that
with a medium-term goal: the brand is on the verge of a
Diversification. From next spring, the manufacturer intends to return to
its tradition and launch a sportswear line on the market.
bring. But for now, it's all about the core competence.
Following a pitch, the Mammut Sports Group decided that in future it would also
to have the advertising measures for Toko realized by SFLB. As
The first result is the launch of an international print and
Poster campaign. With brake parachutes, spoilers and multiple stoppers
tuned skis, the bold signs warn of the consequences: "Be careful.
Toko makes the slope faster."
Luca Aloisi
