Wordless and yet loud
Sweets For Läkerol, Zogg Kettiger Gasser once again wants to get their advertising on everyone's lips.
Sweets For Läkerol, Zogg Kettiger Gasser once again wants to get their advertising on everyone's lips.
Internationally, Läkerol's claim is: "Makes people talk." And this is exactly what the campaign created for Switzerland by Zogg Kettiger Gasser aims to do. "People will talk about it," hopes Client Service Director Max Winiger. The reason for the planned excitement: at first glance, the new posters for Läkerol lack a headline as well as the logo, and there is also no claim. But only at first glance. The headline is there. "Not in words, but in pictures," explains AD Beni Kurz. The logo is there too. "On the illustrated packaging." And the claim?" The Zurich agency Zogg Kettiger Gasser deliberately avoided text.
renounced. "With this campaign, we also want to show once again that less can sometimes be more, especially in this day and age of totally overcrowded messages with no space, a lack of courage for bold implementations and the obvious urge to clog up even the last centimeter of free space," Winiger explains. The management of Läkerol in Sweden liked the freshness of such thinking.
More sales thanks to competitionAlthough many Swiss consider Läkerol to be a domestic product, the throat and pharyngeal care products were invented in Sweden in 1909 as semi-medicinal sweets. In Switzerland, the brand has been on the market for almost 80 years. This is a competitive market. 1.25 million people reach for fruit gums, gummy bears and sweets at least once a week. In terms of volume, Läkerol has a market share of 6.6 percent. In this environment, the importer Cruspi SA in Dällikon sells the international product in Switzerland with its own communication structure.
Zogg Kettiger Gasser created a strong national campaign back in 2004. The claim: "Häschs derbii, bisch derbii." The clever thing about this campaign was a competition. Anyone carrying a pack when the Läkerol investigators turned up unexpectedly could win 2,000 francs for every 50 uses of the lucky charms in public places. As a result, almost twice as many people bought a Läkerol as before the campaign so that they would be prepared for the game if the investigators turned up. And the campaign became a talking point. "The old claim 'Makes people talk' was filled with new life."
From February 20, this will once again be the goal for the three flavors Red & Spicy, Eucalyptus and Blue Fruit, as well as for Läkerol Dents. However, no longer with a competition, but with more artistic aspirations. The agency describes the concept as "Colors & Flavours". Läkerol is advertised on e-boards with ten-second spots in the largest railroad stations in Switzerland and nationally with posters in F12 and F200 formats.
Courageous clientLäkerol is known to almost everyone in Switzerland. The brand is firmly anchored in the minds of consumers. But brands still need to be constantly reanimated. Especially in the luxury sector. Zogg Kettiger Gasser feels lucky that Managing Director Lorenz Vogel and Product Manager Alexandra Rohrer at Cruspi are not the kind of clients who "want to squeeze everything humanly possible into the advertising": the product even bigger, the logo even bigger, every conceivable feature and, of course, the entire range on the poster. "That has long since ceased to have anything to do with advertising," says Winiger. For him, advertising has to seduce, surprise and be able to trigger something in the consumer's mind. In the midst of these overcrowded messages, the Läkerol posters should "act like islands". Colorful and striking - "Colours & Flavours".
Because this campaign had to be "a bit of art" to attract so much attention, the image realization was also designed accordingly. Roth & Schmid did not photograph a neatly plastered packshot image. It therefore interpreted the "Colours & Flavours" theme artistically with colors that not only refresh the throat and pharynx, but also the eyes.
The agency would have "brainstormed for weeks on this campaign and questioned the idea again and again". In 16 years of advertising, Winiger has never realized a campaign without a headline and claim. "But there is simply no headline here that could reinforce the message."
Throat and pharynxThe market for pocket-sized sweets is highly competitive. Läkerol's strong competitors are Ricola, the number 1 in Switzerland, Fisherman's Friend, Tic Tac, Smint and Migros' own brand Larry's. These products are jostling for the most coveted places at the checkout and at the front of the kiosk sweeter.
A 2003 study conducted by the market research institute IHA-GfK among 1,000 people aged 15 to 74 showed that awareness of Läkerol in Switzerland was already at 95 percent before last year's major campaign.
In Sweden, the country of origin, advertising for Läkerol has always taken an unconventional approach. Adolf Ahlgren, the inventor of the "medicinal sweets", was one of the first to use product placement. As early as the late 1920s, he decorated postcars throughout Sweden with Läkerol posters. He also knew how to get celebrities such as show stars Josephine Baker, Maurice Chevalier and later tennis ace Björn Borg to make statements.
Islands in the midst of overcrowded advertising messages: The Läkerol campaign dispenses with headline and claim.
Andreas Panzeri
Internationally, Läkerol's claim is: "Makes people talk." And this is exactly what the campaign created for Switzerland by Zogg Kettiger Gasser aims to do. "People will talk about it," hopes Client Service Director Max Winiger. The reason for the planned excitement: at first glance, the new posters for Läkerol lack a headline as well as the logo, and there is also no claim. But only at first glance. The headline is there. "Not in words, but in pictures," explains AD Beni Kurz. The logo is there too. "On the illustrated packaging." And the claim?" The Zurich agency Zogg Kettiger Gasser deliberately avoided text.
renounced. "With this campaign, we also want to show once again that less can sometimes be more, especially in this day and age of totally overcrowded messages with no space, a lack of courage for bold implementations and the obvious urge to clog up even the last centimeter of free space," Winiger explains. The management of Läkerol in Sweden liked the freshness of such thinking.
More sales thanks to competitionAlthough many Swiss consider Läkerol to be a domestic product, the throat and pharyngeal care products were invented in Sweden in 1909 as semi-medicinal sweets. In Switzerland, the brand has been on the market for almost 80 years. This is a competitive market. 1.25 million people reach for fruit gums, gummy bears and sweets at least once a week. In terms of volume, Läkerol has a market share of 6.6 percent. In this environment, the importer Cruspi SA in Dällikon sells the international product in Switzerland with its own communication structure.
Zogg Kettiger Gasser created a strong national campaign back in 2004. The claim: "Häschs derbii, bisch derbii." The clever thing about this campaign was a competition. Anyone carrying a pack when the Läkerol investigators turned up unexpectedly could win 2,000 francs for every 50 uses of the lucky charms in public places. As a result, almost twice as many people bought a Läkerol as before the campaign so that they would be prepared for the game if the investigators turned up. And the campaign became a talking point. "The old claim 'Makes people talk' was filled with new life."
From February 20, this will once again be the goal for the three flavors Red & Spicy, Eucalyptus and Blue Fruit, as well as for Läkerol Dents. However, no longer with a competition, but with more artistic aspirations. The agency describes the concept as "Colors & Flavours". Läkerol is advertised on e-boards with ten-second spots in the largest railroad stations in Switzerland and nationally with posters in F12 and F200 formats.
Courageous clientLäkerol is known to almost everyone in Switzerland. The brand is firmly anchored in the minds of consumers. But brands still need to be constantly reanimated. Especially in the luxury sector. Zogg Kettiger Gasser feels lucky that Managing Director Lorenz Vogel and Product Manager Alexandra Rohrer at Cruspi are not the kind of clients who "want to squeeze everything humanly possible into the advertising": the product even bigger, the logo even bigger, every conceivable feature and, of course, the entire range on the poster. "That has long since ceased to have anything to do with advertising," says Winiger. For him, advertising has to seduce, surprise and be able to trigger something in the consumer's mind. In the midst of these overcrowded messages, the Läkerol posters should "act like islands". Colorful and striking - "Colours & Flavours".
Because this campaign had to be "a bit of art" to attract so much attention, the image realization was also designed accordingly. Roth & Schmid did not photograph a neatly plastered packshot image. It therefore interpreted the "Colours & Flavours" theme artistically with colors that not only refresh the throat and pharynx, but also the eyes.
The agency would have "brainstormed for weeks on this campaign and questioned the idea again and again". In 16 years of advertising, Winiger has never realized a campaign without a headline and claim. "But there is simply no headline here that could reinforce the message."
Throat and pharynxThe market for pocket-sized sweets is highly competitive. Läkerol's strong competitors are Ricola, the number 1 in Switzerland, Fisherman's Friend, Tic Tac, Smint and Migros' own brand Larry's. These products are jostling for the most coveted places at the checkout and at the front of the kiosk sweeter.
A 2003 study conducted by the market research institute IHA-GfK among 1,000 people aged 15 to 74 showed that awareness of Läkerol in Switzerland was already at 95 percent before last year's major campaign.
In Sweden, the country of origin, advertising for Läkerol has always taken an unconventional approach. Adolf Ahlgren, the inventor of the "medicinal sweets", was one of the first to use product placement. As early as the late 1920s, he decorated postcars throughout Sweden with Läkerol posters. He also knew how to get celebrities such as show stars Josephine Baker, Maurice Chevalier and later tennis ace Björn Borg to make statements.
Islands in the midst of overcrowded advertising messages: The Läkerol campaign dispenses with headline and claim.
Andreas Panzeri
