Life can be so juicy
Fruchtsaft Euro RSCG Zurich is to bring juice back into Michel's advertising with new television commercials.
Juice store closed. It was a nice idea on the
paper, how the salesman Michel can cater for every customer - from children to
celebrities - always had the right bottle ready. To the new
Michel is hardly the serial hero of Swiss advertising television.
become.
After a multi-stage competitive presentation last year, the
Rivella AG has therefore extended its communication mandate for the Michel
Fruit juices now sold to the Zurich branch of Euro RSCG Worldwide
awarded. Successful advertising for the Michel brand to date has been
one campaign from the GGK agency stands out in particular.
This worked with a half-cut bottle, in which
in which the fruit core of the filled juice is used for the
natural authenticity of the product.
Aimed at a young audience
Not an easy task for Euro RSCG after these previous stories
to squeeze a completely new juice out of the product. In
In today's consumer world, it is no longer enough that a
fruit juice is real and fruity. It must also have an emotional
find its customers at the lifestyle level. The most important target group for
Michel are people between the ages of 25 and 35.
The agency not only had to relaunch the Michel brand with a campaign
but "to develop an independent advertising property,
which emphasizes the premium aspect of Michel in a fresh way and in
to the vernacular", as the briefing summarizes. The
In addition, the campaign should focus on both image and
can be implemented at product level and in all media equally
be playable. "Michel. Because life needs juice", is now the name of the
The idea and the claim that Frank Bodin and his team developed after a
months of conception and realization.
The new advertising is implemented with animated films that are based on fresh,
involving and, above all, unusual in the local TV landscape.
This is a way of anchoring the core of the Michel brand with a broad audience.
The commercials tell stories about humorous statistics that
show how much juice everyday life demands of you. 67 times a
child the same bedtime story. 27 sports programs per
week. Shopping around 68 shoe stores. X times the phone
take off ... The new, empowering support in all these
daily challenges is of course always at hand: the
high-quality Michel fruit juices.
Trick figures in retro style
Five longer spots and five short reminders with statistics as
Text panels were created by Heinrich Reinacher and his Markenfilm Zürich
produced to date. The stylistically retro-styled
Animated figures were made to run by the animation factory in Hamburg.
brought. It was directed by Heidi Wittlinger. "A great job" within
of the Euro RSCG, Petra Bottignole (CD) and Dominik
Oberwiler (AD) in the development of the style. The music in the sound
of the sixties was composed by Alex Kirschner from Zurich.
With this campaign, Bodin wants to "create its own brand world for Michel
create", as is already the case in advertising for products such as Coca-Cola
or Kentucky Fried Chicken. Or in other words: a
new cult drink is to be launched with Michel.
In all likelihood, the juice will also be added to this powerful
campaign will not run out so quickly. The long-term interesting
concept will soon also be available as a broad-based advertising campaign.
as well as during selective campaigns.
Andreas Panzeri
