Short and sweet: the “Knüller” from Müller
Scholz & Friends Hamburg supports the product launch of the new classically stirred yoghurt “Knüller” from the Alois Müller dairy with unconventionally short TV ads
Scholz & Friends Hamburg
7/26/2010, Hamburg - TV ads just four seconds long are to air in conjunction with the product launch of the newest yoghurt from the Alois Müller dairy, the “Knüller” (the “big hit”). Not only does the short and sweet “Knüller” from Müller stand for the name of the new product, it also conveys its most distinctive characteristic: premium brand quality at a reasonable price.
The campaign, which was developed by Scholz & Friends Hamburg, features various people who like to eat “Knüller” yoghurt, each of whom presents his or her favorite flavor. In front of a backdrop made of the product colors blue and yellow, they are introduced with short rhymes such as: “Walter from the counter – and the Knüller from Müller!” or: “Olga from the Volga – and the Knüller from Müller!” A total of seven four-second TV ads are set to air as of 26 July 2010 on all leading commercial television channels. Additionally, the campaign will be rounded out by ads in daily periodicals and consumer magazines, outdoor activities, online measures and POS broadcasts.
With its “Knüller” the Alois Müller dairy is breaking new ground by entering into the “stirred yoghurt” market segment. And there are many more big hits where this came from: Available in seven delicious flavors and three different sizes, the Müller Knüller has been adding variety to the dairy section since the beginning of July. The flavors strawberry, cherry, raspberry and peach apricot are available in the sizes 150 g, 250 g and 500 g. In addition, the 150 g pots come in the connoisseur varieties vanilla, hazelnut and stracciatella.
The Alois Müller dairy
In 1896, Ludwig Müller founded a small dairy in the town of Aretsried, which his son Alois Müller, a trained cheese maker, took over in 1938. In 1971, Theo Müller, the founder's grandson, assumed direction of the company with four employees and actively began to transform the dairy into a large modern concern. Today the Theo Müller corporate group consists of approx. 4,500 employees, 1,350 of which are employed at the Aretsried location. The company is able to process more than two billion kilograms of milk per year at its four modern production facilities.
Client: Molkerei Alois Müller, Aretsried
Head of product groups yoghurt: Ulrike Fiedler
Product manager innovations/“Knüller”: Andrea Vogel
Agency: Scholz & Friends Hamburg
Managing Directors: Alexander Yazdi, André Klein, Matthias Schmidt
Creative Directors: Gunnar Loeser, Natalie Warth, Maori Kunigo
Consulting: Catrin Bewersdorff, Sabine Hiersemann
Online: Josiena Rudolph, Maximilian Wiecha, Nina Gloglowski
Film, radio, TV: Carolin Frontzek
Art buying: Angela Barilaro
Production: Gerret Neugebauer
Director: Jon Greenhalgh
Photographer: Pär Bäckstrand
Production: Wunderfilm GmbH, Hamburg Wolf Stundl
Post production TVC: Deli Pictures GmbH, Hamburg
Post production print: Metagate GmbH, Hamburg
Media: MediaCom, Düsseldorf (classic), Pilot, Hamburg (online), PR: Mastermedia, Hamburg
Press contact:
Markus Mayr
tel +49 (0) 40/3 76 81-115
mobile +49 (0) 173-5 49 99 52
fax +49 (0) 40/3 76 81-320
pr@s-f.com
http://www.s-f.com