According to a press release issued on Friday, the appointment of Onken is the consequence of the strategy introduced by CEO Ralph Perroud to focus the company, which is active in milk processing, more strongly on consumers. This also includes further expanding the brand business, which includes brands such as Lattesso, Mazot and Valdor.
Before joining Cremo, the experienced brand and marketing expert Patrick Th. Onken was Head of Marketing for brands such as Manor, Läderach, Nespresso and Lindt. Prior to that, he spent over a decade in various management positions at the American consumer goods giant Procter & Gamble, with regional and global responsibility for brands such as Pantene Pro-V, Duracell, Wella and Pringles.
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"The cool way to ..." is the name of the new national Lattesso campaign from Cremo by Studio Thom Pfister. The agency impressed with a unique and eye-catching creative concept, according to a press release. The campaign concept opens a window into the colorful world of emojis and deliberately plays with the boundaries between the digital and real worlds.
We send the colorful pictograms "on the go", especially when things have to be done quickly - and without a lot of words. Thanks to their boldness, the characters created and branded especially for Lattesso are intended to convey the brand message quickly, easily and with a lot of humor. The campaign claim picks up on a play on words: It alludes to the journey that everyone takes every day as much as it does to the cool enjoyment of coffee.
The campaign was developed by Studio Thom Pfister and consists of print advertisements, banner ads, animations for digital ads and digital and analog OOH formats. Four visuals were created for the launch: "The cool way to go", "The cool way to drive", "The cool way to wake up" and "The cool way to rock". The campaign will start in April 2024.
Responsible at Cremo SA: Karin Kägi (Brand Manager Lattesso), Jörg Amstad (Brand Manager Lattesso), Yann Verdon (Head of Marketing Cremo), Patrick Th. Onken (Chief Marketing & Innovation Officer Cremo). Responsible agency, Studio Thom Pfister: Thom Pfister (creative director, idea and concept), Roland Zenger (art director, print and digital), Daniel Hackiewicz (web development, senior designer), Sharon Moor (graphic designer, animations), Ursula Rytz (consulting, production and coordination), Marianne Schoch (consulting) Oli Hallberg (CGI and animations).
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The coffee brand Lattesso, which has belonged to milk processor Cremo since 2022, held a pitch to find a new agency - and found what it was looking for in Studio Thom Pfister. The decisive factor was the "unique and attention-grabbing creative concept", according to a press release.
The campaign is scheduled to start as early as April/May 2024.
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In spring 2022, Cremo, Switzerland's second-largest milk processor, is launching two new cold coffee drinks - "Salted Caramel" and "Espresso Macchiato" - with its Lattesso brand. The new products will be promoted from week 24 with a broad-based national poster campaign, created by Neum and JBW Media - in F200, F12 and F24 formats.
As the sales figures show, according to Cremo, these new products are already proving very popular shortly after their launch. The "Salted Caramel" concept appeals to fans of sweetened and digestible coffee enjoyment, and the new "Espresso Macchiato" is aimed at all those fragrant lovers who want to enjoy no sugar, little milk, but a full, intense coffee aroma.
Responsible at Cremo; Erich Kienle (Marketing Manager Cremo), Karin Kägi (Brand Manager), Jörg Amstad (Product Manager). Responsible at Neum (creation): Lars Kienle (Project Management), Joël Wyss and Lars Kienle (Concept & Strategy) . Responsible at JBW Media: Julien Witt (project management) and Anita Brasi (media planning).
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