Ovomaltine’s winter campaign has once again caused a stir this season. Featuring prominent figures such as freeski star Andri Ragettli, entertainer Ramin Yousofzai, and Geneva-based content creator Lana Bante, the iconic Swiss brand produced a variety of content for social media. The campaign generated around 1.3 million views and over 29.5 million impressions, delighting a broad community of sports, comedy, and Ovomaltine fans.
Spectacular Canoe Stunt as the Campaign's Highlight
At the heart of the campaign was an extraordinary stunt by Andri Ragettli. On a Swiss mountain lake, the world champion took on a challenge of a special kind: in a canoe, he performed a 360-degree spin without spilling his Ovo&Coffee. «The canoe stunt was a demanding challenge that required a lot of discipline and training. Ovo&Coffee provided the energy I needed to successfully pull off this daring idea,» explains Ragettli.
Another video featuring Ragettli and Ramin Yousofzai achieved an average engagement rate of more than 15 percent across all platforms. In the humorous clip, Andri takes the dozing Ramin out onto the ski slope—over kickers, rails, and even up the T-bar lift. It’s not until the Ovo&Coffee is opened that the sleepyhead wakes up.
Interactive gondola quiz and authentic moments from everyday life
Ramin Yousofzai also appeared in a second promotional campaign focused on general knowledge about Switzerland. For one day, dressed in a striking orange outfit, he rode up and down a busy gondola, asking passengers eight questions about Switzerland and general knowledge. Those who answered correctly won an Ovo package and a day pass to the ski resort.
Geneva-based content creator Lana Bante made her debut on the Ovo channel. In the first video, she plays the role of a beginner skier who, thanks to an Ovo High Protein Drink, manages to conquer even the blue run. In the second video, she and a friend are loading up the car for a ski weekend, and her friend keeps coming up with more and more things that absolutely have to come along—a moment that’s sure to resonate with viewers.
Campaign Strengthens Brand Position in Winter Sports
Christof Stulz, Marketing Manager at Ovomaltine, is pleased: «We’re delighted that we’ve once again managed to run a successful campaign this season, building on last year’s successes. It shows that Ovomaltine is firmly established in the minds of the Swiss when it comes to winter sports—as a delicious source of energy for any endeavor.»
The entire campaign was conceived and executed by Pas Mal in close collaboration with Ovomaltine and the creators. A behind-the-scenes look at the canoe stunt, along with two visually appealing assets, rounded out the campaign.
The content was played out on Instagram, TikTok, Facebook and YouTube and entertained an engaged community during the cold months. The campaign assets are available on the Ovomaltine's Instagram channel to find.
Responsible at Wander: Caroline Benz (Brand Manager), Sarah Stoller (Digital Manager), Christof Stulz (Marketing Manager); In charge at Pas Mal: Jonas Bayona (Creative Director), Valérie Gantenbein (Account Director), Noah Nüssli (Social Video Producer), Julia Suter (Project Manager); Person in charge at Sir Mary: Katharina Günther (Planning & Consulting), Fahreta Murtovi (Planning), Marion Nicolaus (AdOperations), Stefan Speck (AdOperations).
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Ovomaltine remains true to its line and is also linking the current winter campaign sporting action with humor. The new videos show Ragettli, among other things, how he sitting on a camping chair jumping over a ten-meter-high kicker, or at the Breakfast on the slopes. The camping chair heropiece achieved over 3.4 million views organically.
In addition to Ragettli, Anaïs Decasper is also an old acquaintance in the Ovo winter campaign and brings humor to the content. The Zurich-based content creator takes a humorous look at the pitfalls of winter sports - from the unsuccessful bluing to the fight with ski boots.
Killiane Hamache is a new addition to the line-up. The French-speaking content creator takes the audience on winter adventures in French-speaking Switzerland, from Ice swimming in the Blausee to night sleigh rides in Les Diablerets.
The campaign was developed by the Pas Mal agency in collaboration with Ovomaltine and the creators. "Our top priority when working with brands and creators is not to impose an idea on anyone, but to ensure that the chosen approach suits everyone," says Jonas Bayona, Creative Director at Pas Mal. The content is played out on Instagram, TikTok, YouTube and Snapchat.
Responsible at Wander: Caroline Benz (Brand Manager), Lena Cina (Brand Manager), Sarah Stoller (Digital Manager), Christof Stulz (Marketing Manager). Responsible at Pas Mal: Jonas Bayona (Creative Direction), Valérie Gantenbein (Account Direction), Noah Nüssli (Social Video Production), Julia Suter (Project Management). Responsible at Sir Mary: Katharina Günther (Planning & Consulting), Marion Nicolaus (AdOperations), Céline Zemp (AdOperations).
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It is well known that Ovo and winter undoubtedly belong together. This year, the Swiss cult brand is once again entertaining its followers on Instagram and Tiktok with a variety of content pieces during the cold months. The asset with Andri Ragettli and the one with Giulia Tanno form the centerpiece of the multi-month campaign.
After performing daring freeski jumps in recent years, this time he can be seen ice diving Andri-style: Not only does he take a dip in a lake with water temperatures around freezing point with an Ovo Protein Drink in his hand, but he also dives under its frozen surface and smashes the frozen layer of ice above him to emerge and finally treat himself to a sip of Ovo Protein Drink. The video generated over 2.5 million views organically.
Anaïs Decasper new in the winter campaign
Giulia Tanno proves that even top athletes need a break every now and then - a reference to the new Ovo Break bar, which was launched last year. During a jump over a kicker, there is a seamless match cut into the training hall, where she treats herself to an (Ovo) break and then jumps back into the snow park.
For the first time this year, creator Anaïs Decasper is also part of the Ovo winter campaign. In four assets, she shows well-known prejudices and situations relating to winter sports with a twinkle in her eye. The entire campaign was conceived and implemented by Pas Mal in close collaboration with Jung von Matt Impact, Ovomaltine and the creators.
Responsible at Wander: Lena Cina (Junior Brand Manager), Eva Hauck (Brand Manager), Christof Stulz (Marketing Manager). Responsible at Pas Mal: Jonas Bayona (Creative Direction), Valérie Gantenbein (Account Direction), Noah Nüssli (Social Video Production), Julia Suter (Project Management); responsible at Jung von Matt IMPACT: Gabriela Oetliker (Senior Digital Media Consultant).
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