Making Elmer Citro known throughout Switzerland

Specially hired content creators deliver content that matches the Elmer Citro brand values. The social media campaign aims to make Elmer Citro even better known throughout Switzerland, especially in French-speaking Switzerland. The cooperation with the content creators will also open up new target groups. Under the motto "On the road with Elmer Citro," the content focuses on topics such as hiking, biking, family experiences, and urban lifestyle.

Content Creators present their regions

Content creators have a free hand when it comes to implementation; videos, photos, short text contributions - anything goes. The main thing is that it is authentic, exciting and full of content. The contributions are developed in collaboration with the regional tourism organizations and then - labeled as a paid partnership - played out via the social media channels of the content creators and used on the Elmer channels. The social media team of Compresso organizes the content creators, coordinates between client, tourism promoters and authors.

Graubünden makes the start

The first region in focus is Graubünden, with the Rhaetian Railway as a partner. After that, Switzerland will be shown what the native Glarnerland has to offer adventurous families, bikers, climbers and hikers. Three other regions are in the planning stage, two of which are in French-speaking Switzerland. The Elmer Citro product is integrated unobtrusively and naturally into the contributions. The focus is on the experiences and the added value for the users through the content.

National OOH campaign for background noise

During the hot summer months, a poster display is refreshingly evoking the Elmer Citro brand throughout Switzerland. The posters stage Elmer Citro according to the motto "The brand is the hero" and accordingly place the Elmer Citro bottle in the center on a lemon yellow background. The claim "Bergfrisch ehrlich" (Mountain Fresh Honest) compresses the brand's core values in a self-confident and catchy way.

In 2020, Compresso beat out several agencies in a two-stage pitch to win the marketing budget of Elmer Citro and Elmer Mineral. Now, initial work for Elmer Citro is on air across Switzerland with the goal of increasing awareness and rejuvenating the target audience.

The nationally focused umbrella campaign developed by Compresso pays tribute to the brand's origins and values. The gentle rebranding elevates Bergfrische to a more modern level and is intended to provide a bolder, sometimes somewhat more provocative target group approach.

With the launch of Elmer Citro in Western Switzerland, the out-of-home and online campaign will also start from mid-June. Compresso relies on a younger look for the visual implementation and focuses on the colors "yellow" and "green", which are closely linked to the brand. Linguistically, it will be more direct, fresh and cheeky.

In keeping with Elmer Citro and the claim "Bergfrisch ehrlich" (Mountain Fresh Honest), the communicative appearance is self-confident, genuine and with a slight wink. What remains unchanged is the focus on the origin, the over ninety years of tradition and the taste of Elmer Citro.

The umbrella campaign also includes an on-pack promotion, in which a code can be found in the lid from now until September 2021 and there are outdoor prizes to be won, as well as a mountain railway promotion as a regional measure.

Responsible at Ramseier Suisse / Elmer Citro: Evelyn Kafka (Head of Brand Management), Stephanie Waller (Brand Manager SINALCO and Elmer). Responsible at Compresso: Fridolin Stauffacher, Michelle Müller (Consulting/Project Management), Alexandra Nadtochiy (Strategy), Nina Bärtsch (Texts), Sean Dünki (Art Direction), Christoff Strukamp (Creative Direction, Zimmermann Communications).