Erdmannpeisker: Good morning, Michel

With the new appearance Michel wishes everyone a good morning. Michel is the fruit juice for daily consumption, especially for the glass of juice at breakfast. Communication has been focused on this positioning, according to the statement: Michel, the fruit juice for a good start to the day. The new slogan was created on this basis: Good morning, Michel.

Two TV commercials are used as the main advertising media. Vignettes show various people waking up and going about their morning rituals. Some are still slightly sleepy, others still a bit clumsy. Then, after a glass of Michel, everyone is ready for the day. One spot deals with consumption at home, the other with drinking Michel on the road and in the office.

In addition to TV, other media are used. E-boards, e-panels and online media are used with cut-down versions of the spots. Three different motifs were created for posters. Measures at the POS support sales. The campaign started bright and early on September 2, 2013.

Responsible at Michel: Cornelia Marending, Marketing Manager; Guido Nydegger, Senior Brand Manager; Carla Koller, Product Manager. Responsible at Erdmannpeisker: Sybille Erdmann & Gabriel Peisker (overall responsibility); Daniel Hesse (AD); Peter Rettinghausen, (text); Marcel Mägerle & Selina Helbling (consulting); Burki+Scherer (prepress); OMD (media). Responsible at Markenfilm Switzerland: Heinrich Reinacher, Florian Studer; Benjamin Brettschneider (director); Philipp Zumbrunn (DOP); Spacetrain (music); Jingle Jungle, (scoring).