Micro Switzerland in clay glass
SFLB launched a double advertising offensive for the yogurt brand during the summer slump
SFLB launched a double advertising offensive in the summer slump for the yogurt brandBy Luca Aloisi Milk marketer and processor Swiss Dairy Food (SDF) wants to reinvigorate the Toni brand and boost sales of the yogurt with its drawing card, "das im Glas". For the customer of the first hour, Spillmann Felser Leo Burnett (SFLB) recalls the cult Aebi & Partner era in two TV commercials and bucolic images for the new Toni yogurt à la maison.
The alpine dairyman, to put it bluntly, has long since stopped carrying his milk cans to the milk center. The once famous logo gave way to a gentian about two years ago, and the cult act of bringing back the jars of clay has also been abandoned. The repeated change of agency was symptomatic of the frequent personnel changes at the top of the company, which merged with Säntis in 1998. This time it was not a pitch, but personal relationships and good experience that recently led Toni to the young agency FSLB with its 16 employees.
"In Switzerland, a Toni is spooned out in a glass every second," says Martin Stefani, head of retail at SDF. Nevertheless, in SDF's strained economic situation, it is questionable whether advertisers will succeed in taking Toni back to where the brand once was in terms of popularity with consumers. This is because the Swiss premium brand has been living for some time without a recognizable brand philosophy and brand message. This will be implemented as soon as the core strategy has been developed, said Sarah Lüthi, then Head of Marketing Branded Products, a good two years ago, who also tried to position the Toni quality brand as an innovation brand.
Companies live and die - brands are immortal
"Finally," Jean Etienne Aebi let himself be heard amused when he saw the 'new and surprising campaign', according to the SFLB press release, for Toni. Aebi is the creator of the cult campaign from the early eighties. After the long agency odyssey, which found its low point in the in-house testimonial with Tatana as a yogurt-spooning she-DJ, the brand seems to be heading for a safer harbor again. Thomas Otte, consultant for strategic brand management, also recognizes the success factor of self-similarity in the connection made by SFLB to the former appearance.
Otte is convinced that this is the first step towards moving away from the "diffuse and watered-down brand personality. The discontinuation of the specifically French-speaking Swiss campaign, with which the Geneva agency Simko successfully followed up the good old second-use campaign in 2001, also points to a concise and concise thrust. The timing of the launch of the two TV spots for the yogurt in a jar and the two ad subjects for the range extension Toni à la maison was linked by SDF to the reintroduction of its yogurts into the Coop range.
In yogurts - the yogurt/sour milk market is stable at the high level of around 600 million Swiss francs in sales - the private labels of Migros and Coop share two-thirds of the market. According to the IHA (rolling up to and including June), Toni and the two Nestlé/Hirz brands each have a 9 percent share of the remaining third. Emmi has a market share of 8 percent. Stefani emphasizes that the expected market share gain from the recent Coop listing is not yet included in the figures.
To increase this share, the team led by Martin Spillmann and Peter Brönnimann shows in various scenes what the empty Toni jars can be used for. In doing so, they want to revive the consumer's claim that Toni is not only the most popular yogurt, but also gives pleasure to many Swiss people after consumption. Thus, it can be used as a jam jar as well as an unusually funny pot for a hemp plant or container of the third teeth. "With the two spots shot by English director Julia Jason, we show a cross-section of Switzerland - on a micro scale," says Brönnimann, summing up the atmospheric panopticon.
The alpine dairyman, to put it bluntly, has long since stopped carrying his milk cans to the milk center. The once famous logo gave way to a gentian about two years ago, and the cult act of bringing back the jars of clay has also been abandoned. The repeated change of agency was symptomatic of the frequent personnel changes at the top of the company, which merged with Säntis in 1998. This time it was not a pitch, but personal relationships and good experience that recently led Toni to the young agency FSLB with its 16 employees.
"In Switzerland, a Toni is spooned out in a glass every second," says Martin Stefani, head of retail at SDF. Nevertheless, in SDF's strained economic situation, it is questionable whether advertisers will succeed in taking Toni back to where the brand once was in terms of popularity with consumers. This is because the Swiss premium brand has been living for some time without a recognizable brand philosophy and brand message. This will be implemented as soon as the core strategy has been developed, said Sarah Lüthi, then Head of Marketing Branded Products, a good two years ago, who also tried to position the Toni quality brand as an innovation brand.
Companies live and die - brands are immortal
"Finally," Jean Etienne Aebi let himself be heard amused when he saw the 'new and surprising campaign', according to the SFLB press release, for Toni. Aebi is the creator of the cult campaign from the early eighties. After the long agency odyssey, which found its low point in the in-house testimonial with Tatana as a yogurt-spooning she-DJ, the brand seems to be heading for a safer harbor again. Thomas Otte, consultant for strategic brand management, also recognizes the success factor of self-similarity in the connection made by SFLB to the former appearance.
Otte is convinced that this is the first step towards moving away from the "diffuse and watered-down brand personality. The discontinuation of the specifically French-speaking Swiss campaign, with which the Geneva agency Simko successfully followed up the good old second-use campaign in 2001, also points to a concise and concise thrust. The timing of the launch of the two TV spots for the yogurt in a jar and the two ad subjects for the range extension Toni à la maison was linked by SDF to the reintroduction of its yogurts into the Coop range.
In yogurts - the yogurt/sour milk market is stable at the high level of around 600 million Swiss francs in sales - the private labels of Migros and Coop share two-thirds of the market. According to the IHA (rolling up to and including June), Toni and the two Nestlé/Hirz brands each have a 9 percent share of the remaining third. Emmi has a market share of 8 percent. Stefani emphasizes that the expected market share gain from the recent Coop listing is not yet included in the figures.
To increase this share, the team led by Martin Spillmann and Peter Brönnimann shows in various scenes what the empty Toni jars can be used for. In doing so, they want to revive the consumer's claim that Toni is not only the most popular yogurt, but also gives pleasure to many Swiss people after consumption. Thus, it can be used as a jam jar as well as an unusually funny pot for a hemp plant or container of the third teeth. "With the two spots shot by English director Julia Jason, we show a cross-section of Switzerland - on a micro scale," says Brönnimann, summing up the atmospheric panopticon.
