Metzgerlehner: Campaign for Villiger's Tube line
Metzgerlehner has created a motif for the Villiger "Tubes" line that is intended to show: You don't have to commit, you can alternate.
According to a statement, the line was designed primarily for a male, spontaneous connoisseur target group that knows how to celebrate together. At the same time, however, they are looking for quality at a reasonable price. Villiger Tubes are available in four varieties: Villiger Red, Blue, Black and Green Tube. These are characters ranging from mildly aromatic to mildly spicy, harmoniously balanced with Sumatra, Brazilian or Cuba tobacco. The line also includes the cigarillos Red-Mini with vanilla flavor and Black-Mini pure Sumatra tobacco for shorter pleasure.
Metzgerlehner was entrusted with the task of building up this brand and establishing it among the target group. At the same time, an approach had to be found that would be effective in several markets and work across national borders, the statement added. The campaign will be used in Switzerland and Germany and will appear as an advertisement, poster and in the POS area. The focus is on the variety of tubes and the desire to try them out. The campaign, which dramatizes the joy of variety and is tailored to the target group, has already been launched in the German market.
Responsible at Villiger Sons: Heinrich Villiger (Owner), Peter Witzke (Managing Director), Tanja Häfeli, Thi Nga Nguyen (Product Manager). Responsible at Metzgerlehner: Michael Rottmann, Patrick Meyer, Janine Aebischer, Annette Vetsch (creation ), Andreas Meier, Mirjam Eberle, Anna-Lea Michael (consulting), Robert Grischek (photography).
