Rembrand continues minor repositioning
Minor, the chocolate bar from Maestrani Schweizer Schokoladen AG in Flawil, has repositioned itself on the chocolate market. With the support of Rembrand, one of the leading agencies in Eastern Switzerland. The repositioning was accompanied by the media campaign "The moment belongs to me"
Maestrani has expanded its product range with the two vegan innovations "Minor Almond" and "Minor Dark 60% Cocoa" to complement the original Minor bar. A new brand identity brought a breath of fresh air to the love brand and created awareness among customers. Following intensive advertising, primarily through TVC / YouTube and large-scale station samplings of the new products in 2023, the "The moment belongs to me" campaign that has now been launched is helping to consolidate the brand. The focus is on emotionalizing the conscious moment of enjoyment, which is reinforced by the claim "My piece of happiness".
Celebrated me-moments In the campaign, Rembrand continues to focus on the "relevance through proximity" strategy and picks up consumers where they are in their everyday lives. This is achieved through over 2,000 posters in German-speaking and French-speaking Switzerland as well as in moving ePanels. The new, grown-up and sharpened brand positioning is translated into sensual, modern images that illustrate the moment of letting go. "Minor is enjoyed in special me-moments. Indulgence is a way of taking care of yourself and living consciously," says Cordula Glasmacher, who is responsible for branding and communications at Maestrani. "Following our successful collaboration in 2022/2023, we are once again relying on Rembrand as a partner for this campaign and are delighted to be one of the fastest-growing small chocolate brands in the Swiss retail sector."
Responsible at Maestrani: Cordula Glasmacher (Lead Branding & Communications). Responsible at Rembrand: Andreas Felder (CEO), Jörg Stöckigt (CD), Melanie Koller (consulting/project management), Alisa Kuratli (Junior AD), Soraia Simão (graphics), Eduard Buchmüller (film editing), Anne-Lena Scherrer (text), Neila Räss (DTP). Full-service production: Studio Ignatov, Denis Ignatov & Justus Ulrich. Media: Nathalie Herrmann (Havas Media Zurich).
