ACNE’s Post

Calvin Klein: you’ve got competition in the form of BRLO and they’re coming in strong! Or are they? I’ve already likened CK’s latest ad to Levi’s iconic “Laundrette” ad - two iconic brands synonymous with sexy, conversation-starting campaigns. But we’re seeing an increase in what is essentially called “brand-jacking”, which is great for generating online chatter, but what does it really say about your brand when you’re riding on the coattails of someone else’s brand equity? Does the creative idea clearly define your product offering? Are consumers able to differentiate? Is the objective to achieve that initial “buzz” and “chatter” to increase sales? Or is it to create an emotional connection with your brand - nostalgia, familiarity, humour - all are powerful emotions that aid greater brand recall. I personally love satirical advertising, including this, but the pscyhology behind this ad (and others for that matter) fascinates me. #advertising #creative #brandjacking #brandrecall #ideas

Sharing my thoughts – Calvin Klein's original spot and BRLO's creative tribute. Calvin Klein really set the bar high with their spot. It's not just an ad; it's a carefully crafted dream, a blend of fantasy and reality that speaks to our aspirations (and fantasy; thank you CalvinKlein for choosing Jeremy Allen White). The production quality is exceptional, demonstrating how powerful visuals and storytelling can capture the audience's imagination. Then there's BRLO, taking an entirely different yet equally impactful route. Their satirical homage, set against Berlin's dynamic backdrop, celebrates what makes us human - our imperfections. This approach to their Naked alcohol-free beer ad is not only refreshing but deeply relatable. It's a clever twist on traditional advertising, using humor to connect with the audience on a relatable level. These campaigns exemplify the spectrum of effective advertising. From aspirational to authentic, both approaches have their unique charm and brilliance. BRLO's choice to highlight our human flaws resonates with me particularly. It shows that embracing and even humorizing our imperfections can lead to powerful, relatable messaging. This contrast in advertising styles proves that it's not just about the product you're selling; it's about the narrative you create and how it resonates with your audience. Acknowledging mistakes and imperfections can be amazingly powerful if the brand is capable of a bit of self-criticism and humor. When perfection isn't in your budget, creativity, self-deprecation, and humility will go a long way ! Maybe even a longer one... Virginie Robberecht

When the company name is the same as the family name, family businesses face risks from two sides. This is exactly the problem that the Swiss chocolate producer Läderach is facing. The burden of the corporate patron's accused misconduct rests heavily on the management of the next generation. I would like to thank newspaper Blick for its interest in my assessments of this reputation topic. In my opinion, the case will have a particularly strong impact on the company's national business - against the background of other challenges such as recessionary tendencies and inflationary challenges. The growing international business is likely to be affected far less. Läderach chocolatier suisse Läderach Chocolatier Suisse (Singapore) #reputation #reputationmanagement #diversity Blick

EnjoyTrill: Disrupting the ice cream landscape! In the realm of ice cream, a Swiss startup is making waves with its fresh approach – meet EnjoyTrill. Established in 2019 by Sylvain Perret and Chris Clark, this innovative brand is redefining ice cream consumption. Embracing a vegan, low-sugar ethos, EnjoyTrill isn't just challenging industry giants like Unilever and Nestlé: it's reshaping the way we think about frozen treats. Despite its relatively short journey, EnjoyTrill has achieved an impressive distribution network that spans Switzerland (available at Migros Online, Valora Group, and MİGROS stores in Vaud, Geneva, Valais, Fribourg/Neuchâtel), UAE, Spain, and Portugal. The brand's strikingly packaged Choca Choc chocolate ice cream, with its bold Quentin Tarantino-esque typography, has quickly gained attention. But Enjoy Trill isn't just about its unique flavors; it represents a daring spirit that mirrors the challenger mentality of On, the Swiss running shoe brand that defied major players. Just as On's journey to success was marked by initiative, alternative offerings, and a clever marketing strategy, EnjoyTrill is treading a similar path. What sets EnjoyTrill apart is its commitment to providing a genuine alternative to conventional ice creams. A mere four grams of sugar in an 80-gram serving is a stark departure from the norm. This reduction is achieved by incorporating sweeteners like Erythritol, Stevia, and Xylitol, offering a delicious, low-sugar option for those craving a healthier indulgence. The brand's ambition doesn't stop at ice cream. EnjoyTrill envisions expanding its footprint into other segments, such as beverages, sauces, and sweets. By embracing mass markets with its vegan and low-sugar focus, EnjoyTrill aspires to be more than just an ice cream brand; it aims to be a comprehensive food company. Backed by me, Dominique Pierre Locher 🥦🍎🥕🍓🥬🚜🧑🌾, former CEO of LeShop.ch and current Chairman of Farmy, EnjoyTrill is equipped to challenge conventional norms. The brand's journey is a testament to the power of innovation, determination, and redefining boundaries. As the ice cream aisle witnesses the rise of EnjoyTrill, it's evident that the space for innovation in the food industry is far from exhausted. EnjoyTrill's name itself, derived from the blend of "true" and "real," mirrors the brand's genuine intentions – to be an authentic disruptor in a market dominated by giants. Keep an eye on EnjoyTrill as it continues to redefine the ice cream landscape, promising more than just a delightful treat – a whole new perspective on indulgence. Thank you Andreas Güntert for thence article! #EnjoyTrill #InnovativeEating #RedefiningIndulgence #vegan #switzerland #startup #lowsugar #health #plantbasedfoods #plantbasedprotein #icecream #dessert #innovationen

Investing in the young generation is more important than ever !

Super thankful to the FC St. Pauli von 1910 e.V. and our Moyee team for the past 2 years working together and acting as the official coffee partner of the club. If you are interested to read more about our story and what the idea behind our Fairchain approach in the unfair coffee industry is, then check out the latest blog post from FCSP on their website. #moyeecoffee #FCSP #coffeepartner #sustainablecoffee #coffeesupplychain #fairchain

For me there are two "principales" I consider to be more than important 📃. 1️⃣ - You always see a person twice in your life.  I for myself, try to live by the rule of being kind, humble, open-minded and respectfully with anybody I meet 🙏🏽. 2️⃣ - Do not give up if things do not work out in the first attempt. If I really want to achieve something, a failure or a no is not a deal breaker, but rather fuel to the fire. Whether it's in private or business 🚀. Throwback to 2018 - working for the brand Trojka. On an event, I met Fabian Gysling, we both were (and probably still are) hands on people. This is why the both of us were working on an event in Zurich. I remember Fabian was setting up his tiny Promo Bar for his brand. The both of us were in a hurry - setting up everything to be prepared for the rush that would follow once the event opened its gate. Nevertheless, we had a quick exchange, just a few words and I believe it was at that time we exchanged numbers. The whole conversation took probably no longer than five minutes. I remember I liked his ambition, passion and easy-going personality. I learned after that encounter that Fabian and his company were presenting their rather new Brand, Mikks to DIWISA already. Among several reasons, at that time - we were unable to cooperate. From then on, we took our path on separate ways and never really encountered each other again. Fast-forward to 2023 - my phone rings and it's Fabian. Once more, there's the topic of a possible partnership between DIWISA and Mikks. In these 5 years, they developed their brand and product more. Funny how things unfold, within DIWISA I am now responsible for the nonalcoholic portfolio. All the pieces came finally together. This is why I'm thrilled to announce that we found an agreement to work together from August 2023 on. Let's see where this story goes 🇨🇭! Once again this shows: it's a peoples business after all. Thanks for your turst! Let's rock / Mikks it 🍸🥳. Fabian Gysling, Manuel Vaziri, Alina Russ, Mikks #cheers #mikks #mixer #drinks

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Where is the return on investment? Firstly, a big thanks to René for shedding light on the evolving landscape of brand marketing. It’s fascinating how national brands are adapting their strategies amidst the rise of private label quality. In tough economic times, it’s no surprise that national brands are doubling down on comparisons to store brands. P&G opts for product superiority claims, while Unilever leans into emotional appeals. Personally, I find it refreshing when national brands enter this arena, as it never impacts on store brand share but rather catalyses retailers to defend their turf with increased in-store marketing. But amidst this battle, one wonders about the true ROI for brands. With 70% of brand decisions made in-store, effective marketing becomes paramount. Take Magnum, for instance – while the allure of national brands is there, the affordability and, as a result, shared experience of store brands hold sway. It’s a dynamic landscape indeed! Unilever International Private Label Consult (IPLC) PLMA - Private Label Manufacturers Association PLMA International Council - Amsterdam (Private Label Manufacturers Association) POPAI UK & Ireland dunnhumby Tesco Frederic Fernandez

Our German listeners won't want to miss this episode of Industry Insights on supply chain transparency and traceability! As aways, a great conversation from Stephanie Weinand and guest Mark Zeller. #recallready #industryinsights #experts #traceability #supplychain #transparency