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| 15.09.04 | |
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"Wake up Swedish"
Advertising for Krisprolls in
France invites consumers to "réveillez-vous Suédois".
Leo Burnett France has unveiled a startling overhaul of its strategy for the grocery brand Krisprolls, writes the French advertising magazine CB News. Given the brand's Swedish roots and the fact that it is generally consumed at breakfast, the agency has settled on an approach that invites consumers to 'wake up Swedish' ("Réveillez-vous suédois). |
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The new campaign, CB News says, drops television which, with a budget of just 1 million euros, is prohibitively expensive, for a mix of posters and radio. Also dropped from the new approach is Igmar, the emblemeatic brand spokesman from earlier campaigns, in favour of the Gustavsson family. What Leo Burnett has not decided to drop, however, is Krisprolls' unconventional approach and Swedish roots. The French, the agency says, expect Swedes to be frequently naked, able to withstand the cold without turning a hair, pleasantly gruff and, of course, blond. These findings are now brought to life in the characters of Björn, Liselotte and Sven, who will adorn walls in French towns and cities from 15th September. To complement the posters, ads will air on morning radio with the family relating how they have 'woken up' today, accompanied by the shrill cry of a Swedish cock. |
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