Switzerland's next top drink

One jury. One goal. One ratings hit. Starting this week, Heidi Klum will be back with the casting show for "Germany's next Topmodel". Millions of girls' dreams will be reflected on the screen. Until May 28, the fourth season of the modern Cinderella fairy tale on ProSieben will be a weekly thrill ride. Experience has shown that the show can count on a large fan base in Switzerland. An attractive environment for Swiss advertisers too.
"We are delighted to be able to place Diwisa and its lifestyle drink Bodystyle in the context of the show. Originally, only classic commercials were planned. In a meeting, however, we were able to convince Diwisa that a cross-media campaign would be more beneficial for the brand," explain Andrea Jordi and Raffael Huber, both Account Managers at IP Multimedia.
Instead of just running commercials, Bodystyle can now appear in ProSieben's Swiss advertising window as the presenting sponsor of "Germany's next Topmodel". "A story with great added value. Thanks to the link with the show, an image transfer can be achieved that a normal commercial alone cannot achieve," explains Jacqueline Sasse, Head of Radio & Sponsoring at IP Multimedia.
For the implementation, Diwisa worked with the advertising agency Frontal in Willisau and the production company Centauri in Ebikon to create a trailer that showcases the two brands Bodystyle and BodyStyle Ice-Tea. The advertising message about the content and benefits of the lifestyle drinks is only communicated in a second phase with similarly designed commercials. The films show backstage impressions from a photo shoot for a Bodystyle campaign in keeping with the world of modeling.
From Facebook to the tennis club
In order to publicize the sponsorship of "Germany's next Topmodel" not only on television, a corresponding cross-media concept was created. This includes print advertisements, internet measures on Facebook and sampling in retail outlets. In addition, tennis clubs are provided with fridges containing free drinks and Diwisa's delivery vans are branded with appropriate stickers for the show.
All measures and results relating to this cross-media concept are documented by IP Multimedia in an accompanying study and evaluated for future projects.
The cross-media concept also includes a planned "IP Ladies Night". Together with Diwisa and other partners, the marketer is inviting 150 women from the communications industry to watch the final of the casting show together on May 28. In addition to the pleasure of talking shop about the finalists, the participants will be able to get fashion and cosmetics tips from specialists.
Andreas Panzeri

About Diwisa/Bodystyle
BodyStyle is "Switzerland's first official lifestyle drink", as Diwisa explains. This category has been redefined by the health authorities to distinguish it from energy drinks: They contain no fat, no sugar and therefore almost no calories. Instead, thanks to L-carnitine, the energy metabolism is stimulated and fat burning is supported. Launched in 2007, Bodystyle has already sold 2 million cans at Coop and in petrol station stores.
With over 100 employees, Diwisa is the largest distillery company in Switzerland. In addition to the "Original Willisau Fruit Distillates", the company also sells Xellent Swiss Vodka and Jägermeister. In addition to alcoholic beverages, non-alcoholic drinks already account for 20 percent of sales. This also includes the energy drink Trojka energy, of which 16 million cans are sold each year.

Heidi Klum and her fellow jury members Rolf Schneider (l.) and Peyman Amin.