A witty new campaign from Serviceplan Switzerland for popular Swiss chocolate brand Ragusa, celebrates people’s incorrigible character traits.
Geneva, 16 November 2018 – Ragusa is one of the most popular brands in Switzerland. The traditional chocolate produced by family company Camille Bloch was invented over 75 years ago, and has stayed true to itself ever since.
Ragusa has “The same basic recipe, traditional premium quality and the same edginess”, explains Fabienne Leuenberger, Brand Manager at Ragusa.
When you can claim such a strong brand essence as your own, it's an asset you don't want to give away. Ragusa's authentic character is placed at the core of the current brand communication. “Incorrigible” is the claim of the new campaign by Serviceplan Suisse that has been generating attention in Switzerland.
This new campaign features 4 films depicting humorous scenes of incorrigible people and titled; ‘Laptop’, ‘Lift’, ‘Meditation’ and ‘Supermarket’. The dictionary definition of an incorrigible person or incorrigible behavior being someone or something that is impossible to change or improve. This repositioning of Ragusa stays true to the core of the brand, its enduring quality and traditional recipe.
“We wanted to show that Ragusa is just like all of us: not perfect, but full of character. Incorrigible, basically.” Said Serviceplan Suisse Executive Creative Director Raul Serrat. He added: “Ragusa is holding on to its authenticity – stubbornly, but with great confidence.”
The new campaign plays on Ragusa's originality, and the uniqueness of the people who enjoy it. From this initial thought, the team around creative directors Florian Birkner and Simon Staub developed a campaign that is just as original as Ragusa – with a new layout, attention-grabbing headlines, social media activities and 4 films.
With a cheeky sense of humor, the campaign brought everyday people and their incorrigible character traits to the fore, to strengthen the cult factor of the brand and bring to the attention of a younger audience. The films were made by multiple award-winning director John Grammatico, whose comic intuition enabled him to create short films that were just the right amount of weird to work well on social media. In a unique tonality, they presented everyday characters and their idiosyncrasies, with small stories taken from real-life that we can all identify with.
View the films here:
Agency: Serviceplan Switzerland
Client: Chocolats Camille Bloch SA
Chocolats Camille Bloch SA
CEO: Daniel Bloch
Director of Marketing and Sales: Heinz Reber
Brand Manager: Fabienne Leuenberger
Managing Partner: Pam Hügli
Executive Creative Director: Raul Serrat
Creative Directors: Florian Birkner, Simon Staub
Copywriters: Dieter Boller, Günter Zumbach
Art Directors: Daniel Hesse, Nadja Tandler, Rémy Steinmann
Strategy: Lisa Melnikova
Account Management: Sonia Ducu, Selma Caglayan
Art Buying: Nathalie Jakober
Production Company: Rosas&Co
Sound: Jingle Jungle
The Serviceplan Group is the largest and most diversified owner-managed and partner- managed agency group in Europe. Founded in 1970 in Munich as a traditional advertising agency, Serviceplan today has offices in 38 locations worldwide and more than 4,100 employees whose work regularly wins awards at national and international creative competitions.
As well as Serviceplan itself, the additional corporate brands within the Group – the media agency Mediaplus, the digital agency Plan.Net, and the market research institute Facit – also rank among the market leaders in their respective competitive environments. The precise interplay between the various specialist agencies – more than 45 in all – in matters of creation, technology and media makes Serviceplan the leading agency group for innovative communication.
In order to guarantee outstanding performance in the execution of its campaigns, Serviceplan is represented with own offices in all significant economic areas in Europe, North America, the Middle East and Asia. The global network is called Serviceplan International.