Weber Harbeke Partners: A carrier bag celebrates its anniversary
It is very rare for a promotional item to be used for more than a year or two. Migros’ non-food shopping bags have been in use without any changes since 2002.
The positive image of Migros in the food sector was to be transferred to the (then still) less high-profile non-food sector, as the agency writes in a statement. For this purpose, the non-food items were presented like food. At first glance, one sees scampi, glacé, roulade or salad, but at second glance, one discovers a dowel, a tennis ball, terry cloths and a green T-shirt. With this image idea, the bags can be used from Basel to Lugano and from Geneva to Romanshorn without changing the language.
Responsible at Migros-Genossenschafts-Bund, Zurich: Beat Mühlemann, Claudia Haueter. Responsible at Weber Harbeke Partners, Zurich: Max Weber, Thomas Harbeke (CD), Christian Sidow (text/concept), Thomas Schicker (concept/AD), Cristina de la Rosa (graphics), Claudia Anthamatten (consulting), Daniel Valance (photos).
