Ice cream advertising with a twist: in a new campaign to reposition the brand, lovers of Mövenpick ice cream melt away. Surrounded by the beauty of the Swiss Alps, lovers of Mövenpick’s signature ice-cream flavours dance fluidly melting away like ice cream on your tongue. Perfectly capturing the campaign’s motto: “Melt away.”
Serviceplan Suisse realized the campaign alongside the British director and photographer Emma Tempest, who has already proven her skills working for renowned fashion brands. The shoot occurred over two days in the Bernese Oberland, near Lake Engstlen. The close-up ice cream shots were produced in Amsterdam by a film production company specializing in food imagery (Goodhouse film).
The concept behind the new campaign comes from Serviceplan Suisse under the House of Communication, which was able to assert itself against two other agencies in a pitch.
Reto Lüchinger, Managing Director of Froneri (Mövenpick) explains: “The concept of protagonists melting away convinced us from the start. It’s young, independent, and high-quality, just like our ice cream.”
Micha Seger, Executive Creative Director, Serviceplan Suisse says: “Shooting in the mountains is always special. Especially when the weather changes every five minutes. So I’m all the happier that we managed everything so well.”
Another unique feature of the campaign is a specially developed design grid. “This allows us to optimally adapt the design to each advertising medium – from mega posters to social media to POS,” adds Micha Seger. ” All while maintaining a uniform look.”
In addition to creation, media planning also comes from the House of Communication in Zurich. Mediaplus has been working for Mövenpick Glace since the beginning of 2022 and is now making the new campaign palatable to a broad target group. The campaign was launched with a mega poster at Zurich’s central train station and will also air online and on TV this spring. The aim of the campaign is to tempt Swiss residents to reach for Mövenpick Glace in the refrigerated shelves at the supermarket, and melt away with pleasure a little later.
Source: Serviceplan Suisse
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