TBWA\Zurich for Coop: Stevie the skunk makes Switzerland melt
For nearly ten years, Coop has been drawing cheese-loving Switzerland to their caquelons and raclette ovens with the slogan «It’s gotta stink a little.» In 2025, an unexpected ambassador will take center stage in the advertising campaign: Stevie, the skunk.
«It’s got to smell a little» is as much a part of winter as raclette and fondue themselves. What once began with the legendary “Wetterschmöcker” has firmly established itself in people’s minds and hearts. Now the campaign is entering a new phase. Once again, the focus is on the unmistakable scent of melted cheese, and once more, Coop—together with TBWA\Zürich and Stories AG—is reinterpreting it and staging it with a touch of humor: This year, we’re following an unusual protagonist on his journey from Canada to Switzerland: Stevie, the skunk. With wit and heart, Stevie makes it clear what really matters when it comes to raclette and fondue fun: It’s gotta stink a little—then there’s no stopping us.
Stevie’s adventurous journey is told in humorous 45- and 15-second TV spots. But the lovingly animated skunk also comes to life online: scenes include Stevie pressing his little nose against the window to form a heart, waving, or sniffing with delight. The campaign is complemented by a 360° initiative featuring OOH, print, POS, various online activities, and an eye-catching mega-poster in Arosa. Anyone who wants to bring Stevie home can find the adorable skunk on the shopping bag at Coop.
Client: Coop Cooperative; Campaign conception and implementation: TBWA\Zurich; Moving image production: stories AG; Animation and VFX: stories studios; Media Planning: TWmedia; Music: HitMill
