Chocolate brand Munz fights loneliness with Pro Familia
"Together is better" is the name of the new initiative of the chocolate brand Munz and Pro Familia Switzerland. It confronts the feeling of loneliness, a growing phenomenon of a social media-driven age, and offers a hand for new encounters. The campaign was created by the St. Gallen agency Vitamin 2.
Every third person in Switzerland feels lonely. Among 15- to 24-year-olds, the figure is as high as 44 percent. The reason: Instead of doing something with friends, people spend their time online much more often. In figures: More than three hours a day. Personal time with friends or family, on the other hand, amounts to just one hour. The Maestrani chocolate factory, which produces Munz, wanted to counteract this alarming development. The St. Gallen agency Vitamin 2 and its network partners therefore developed an honest commitment instead of relying on clichéd chocolate advertising.
"A company that has been in business for 165 years thinks long-term," Markus Vettiger, CEO of Maestrani, points out. "The reason why our brand identity now also deliberately conveys our values."
With the idea "Together is better", the St.Gallen agency conceived an initiative that touches emotionally and shakes people up. Instead of beautifully colored pictures with happy people, more serious scenes were deliberately staged and questions were asked that make people think. It goes without saying that the first step out of loneliness is difficult, and that reconciling words after an argument are hard to say. Munz therefore focuses on small gestures that connect people. And with tools, he also offers a hand for new encounters.
This also convinced Philipp Gnaegi, director of the umbrella organization Pro Familie Schweiz, which is committed to the well-being of Swiss society on a political, corporate and personal level. He supports the "Together is better" initiative and acts as a credible co-sponsor of the campaign.
The complete appearance of the Munz brand was revised. "Together is better" is reflected in everything from communication to packaging at the POS. "Only if everything comes from the same mold can the initiative achieve its full effect," Maestrani Brand Manager Michael Schopper is convinced. TV spots, digital moving image posters for train stations, online videos and social media content have been created. The website serves as the hub Together.org. The national campaign will be launched on September 16, 2019.
Responsible at Maestrani: Markus Vettiger and Irène Dumas (overall responsibility); Michael Schopper (Head of Branding & Communications); Lukas Flück (Head of Productmanagement). Responsible for vitamin 2: Jan Hasler (overall responsibility & consulting), Clara Hollweg (art direction), Vanessa Stucki (digital project management), Serge Weibel (UI design), Rafael Giezendanner (programming), Marco Krapf (programming), Ivan Pavlovic (programming), Zlatko Vujičić (programming). Network partners: Martin Fuchs, The Washing Line (strategy & creative direction), Marc Frick, Sénic (animation and food CGI), Corinne Ulmann Packthis (packaging design). Film production: Who's mcqueen: Director: Paulus Bruegmann, Production Manager: Philipp Petersson.
