"Mmhmeins!" - Rembrand creates brand identity and campaign for Minor
Chocolate manufacturer Maestrani is focusing on "healthy egoism" for the new appearance of its Minor chocolate bar. The Rembrand agency in eastern Switzerland provided support.
Minor wants to break new ground: Already last year, the two products "Minor Almond" and "Minor Dark 60% Cocoa" were relaunched and the launch campaigns made the communication much more emotional. Now the family-owned company is taking the next step and, with the support of Rembrand, is pushing the perception and establishment of the range with a new communication approach, "Healthy Selfish". The reasoning behind this is that it is human nature to think of oneself and to pamper oneself, and that this is in line with the current zeitgeist.
For the brand appearance of the Minor product range, Rembrand has developed a completely new visual identity with Distinctive Assets and a clear message. Visually reduced, Minor presents itself in a monochrome look. The clear visual language is intended to provide an attractive as well as independent visual identity. Stills with a mix of geometric, linear shapes and natural elements set the scene for the products.
Consumers secretly looked over their shoulders
The centerpiece of the accompanying campaign is the use of various short commercials for TV and online, a first for Minor. In authentic everyday stories, healthy selfishness is to be shown quickly and amusingly. "With this campaign, we have secretly looked over the shoulders of our Minor consumers and speak from their hearts - the whole thing with a wink," explains Cordula Glasmacher, responsible for branding and communications at Minor.
To highlight Minor's desirability and indulgence, Rembrand has translated the new communication approach into the message "Mmhmeins. Much too fine to share." which is intended to reinforce the core message "My piece of happiness." All communication measures focus on the product as a hero, expressing the passion for Minor.
Responsible at Maestrani: Cordula Glasmacher (Lead Branding & Communications). Responsible at Rembrand: Andreas Felder (Strategy/Consulting), Jörg Stöckigt (CD), Mirjam Egger (AD), Iris Appel (Concept/Text). Film and people photography: Studio Ignatov. Still Life Photography: KorakLeu. Media: Isabel Iacono (Havas Media Zurich).
