"The polarizing vote carries enormous potential for a shitstorm"

At the beginning of June 2022, Migros' cooperative members will democratically decide whether alcohol will also be sold in the retailer's stores in the future. (Werbewoche.ch reported). Tell us how the idea for "voting beer" came to the table at Wirz.

Lorenz Clormann: Our assignment was to create a concept for communicative support of the vote. A complex task, because the whole discussion around the controversial vote is so emotionally charged. We knew we wouldn't get far with a classic information campaign. We were looking for something that would take some of the "heaviness" out of the topic and instead celebrate democracy.

Jan Kempter: We asked ourselves what might appeal to both opponents and supporters. And our answer was: beer (laughs). We wanted to show people directly what impact the decision will have, but also that thanks to Migros democracy, everyone wins anyway. Because since the beer will come anyway, there is also a reason to toast in any case. Incidentally, the idea for the Migros beer came about, appropriately enough, during an after-work beer.

Advertising and communication are often directed at existing products. Now, however, Wirz has come up with the idea for a yet-to-be-created (or to be brewed) product - and the campaign at the same time. A novelty for the agency?

Clormann: In the cooperation with Migros, one can certainly speak of a novelty. However, this type of communication is completely in line with what we as an agency see as creative problem solving. It was important for us that the beer is not just a means to an end, but plays a communicative role. With the naming it carries the message and with the design it becomes the medium. From the beginning it was also clear that we would take on the packaging design, as it is an important part of the whole campaign.

To what extent does the work around the voting beer reflect Wirz's claim to be a "creative business agency"?

Kempter: Lorenz has already touched on it - our self-image as an agency is to solve business problems with creativity. That means we always first try to analyze exactly what the problem is and then find the specific answer to it. In this case, the problem was the enormous potential for a shitstorm that the polarizing vote carries. And our solution was just not just a fun campaign, but a product idea. The beer probably won't silence all the "Dutti would turn in his grave!" comments, but it shifts the discussion more to the right of co-determination at Migros.

Since you mention Duttweiler: The ban on the sale of alcohol in Migros has been in place since 1928. It has always been the subject of controversial discussions, but is now definitely also an aspect of a "unique selling proposition. What do you say as brand professionals: Couldn't it possibly be tricky to "risk" such a unique selling proposition?

Clormann: Of course it's a risk, but you also have to remember that a generation is growing up that often no longer knows who Dutti is. As a brand, you can't forget your heritage, but it's also important to move with the times and keep modernizing.

Kempter: I think the right of co-determination at Migros is by far the stronger USP than the ban on alcohol sales. What company of this size simply leaves such a fundamental decision to the people?

Frédéric Zürcher, Migros is undertaking a democratic tour de force with the alcohol referendum. How exactly does the process work - and can people who are not yet Migros cooperative members participate?

Frédéric Zürcher: Voting does involve effort, but it is part of our democratic structure and is implemented internally with great motivation, which makes it feel less like a "feat of strength. I am very impressed that a company of this size lets people have a say in such an important decision. That's what sets Migros apart and makes it exceptional for me.

How should we imagine this procedure?

At the beginning of May, Migros cooperative members will receive their cooperative's voting documents at home. From then on, they can vote by mail or, from May 16, in person at a branch in their region. This must be done by June 4 for the vote to count. After that, the votes received are counted and checked and confirmed by an auditor.

How long does it take until the result is known?

Migros is expected to provide information on the results in the Migros magazine and online in mid-June 2022. If less than two-thirds of those voting in a cooperative are in favor of alcohol sales, everything will remain the same there. If more than two-thirds of those voting are in favor, the alcohol ban will be lifted. Or explained with our campaign: if the alcohol ban is lifted, a cooperative introduces an alcoholic "Oui" beer and if not, then the alcohol-free "Non" beer comes. 

As Head of Umbrella Brand at MGB, how do you view the alcohol ban? Is it time for it to fall in order to take an advantage away from the competition - or is it a positive "relic" from Gottlieb Duttweiler's intellectual legacy?

Migros has been around for almost 100 years and is now the market leader in the Swiss retail trade despite the alcohol ban. This shows impressively that it is very successful even without this weighty category. On the other hand, if the ban were lifted, our customers would be able to cover all their needs with us and would not have to go to a competitor. Of course, that would make my Migros heart beat faster. In any case, I think it's right to put it to a vote and thus feel the pulse of the times outside. I'll let our commercials speak for the pros and cons. They address the arguments from both camps very well.

Normally, you work together with Wirz on more classic communication projects. What was your initial reaction to the idea of launching a new product and how did the collaboration with Wirz turn out?

The spark jumped immediately, but I still had to sleep on it for a night. After that I caught full fire for this beer idea and was no longer to be held (laughs). But it is also too good and the perfect solution for us. Working with Wirz was exactly how I imagine co-creation to be. They took us along with them in real time as they worked out the idea, were open to our input at all times, and went the extra mile for all the coordination on our side. And besides a lot of work, the whole thing was also a lot of fun.

Tell us how you will vote on June 4?

Zurich: As of today, as a member of the cooperative, I will put an "Oui" in the ballot box. That saves me a detour to a competitor and gives me more Cumulus points. (laughs).

Kempter: I just remembered: I have to become a member of the cooperative quickly, otherwise I won't be able to vote. But I'm giving it a "yes".

Clormann: I will also vote "yes". Admittedly also a little bit because I would like to toast this great project with Jan and the team with an "Oui" beer.

Migros cooperative members of legal age are eligible to vote. If you are not yet a member of the Migros Cooperative and are at least 18 years old and would like to take part in the vote, you can register free of charge by May 10 at the latest at Migros.ch/membership register.