Serviceplan Suisse creates an incorrigible campaign for Ragusa
Serviceplan Suisse celebrates corners, edges and incorrigible character traits. A repositioning of Ragusa that remains true to the core of the brand.
Ragusa is one of the most popular brands in Switzerland. The traditional chocolate from the family-owned company Camille Bloch was invented more than 75 years ago and has remained true to itself to this day. "The same basic recipe, in traditional confectionery quality, and therefore the same rough edges," explains Fabienne Leuenberger, Brand Manager of Ragusa. Once you have such a brand core, you don't give up this trump card so quickly. Thus, the authentic character is also the core of the current communication offensive. "Incorrigible" is the claim of the new campaign, which has been attracting attention in Switzerland since October and for which Serviceplan Suisse is responsible.
"We want to show that Ragusa is actually a bit like all of us: not perfect, with rough edges, incorrigible," explains Executive Creative Director Raul Serrat. "And that Ragusa also likes to hold on to this authenticity - stubborn, but self-confident." The new campaign communicates the originality of the product in a light-hearted way.
Not only Ragusa, but also Ragusa connoisseurs are unique. Based on this attitude, the team around Creative Directors Florian Birkner and Simon Staub developed a campaign - with a new layout, pointed headlines, social media activities and four films. All measures put typical characters along with their incorrigible characteristics in the limelight. The aim of this new appearance is to strengthen the cult factor of the brand and bring it back into the mindset of the younger target group.
The films were realized by the multi-award-winning director John Grammatico from Detroit. With his fine sense of comedy, he has staged short films that are quirky enough to score points in the social media environment. They show the idiosyncrasies of people in a very unique tonality, telling little stories in which everyone can find themselves somewhere.
Responsible at Chocolats Camille Bloch: Daniel Bloch (CEO), Heinz Reber (Marketing/Sales Director), Fabienne Leuenberger (Brand Manager). Responsible at Serviceplan Suisse: Dieter Boller, Günter Zumbach (Text), Daniel Hesse, Nadja Tandler, Rémy Steinmann (Art Direction), Florian Birkner, Simon Staub (Creative Direction), Raul Serrat (Executive Creative Direction), Lisa Melnikova (Strategy), Sonia Ducu, Selma Caglayan (Consulting), Nathalie Jakober (FFF- Producing), Pam Hügli (Overall Responsibility), John Grammatico (Direction), Rosas&Co (Film Production), Jingle Jungle (Sound).
