A class by itself - isobar repositions Suchard

A class by itself - isobar repositions Suchard

Suchard, the world's first chocolate brand, commissioned isobar with repositioning the brand and developing a new campaign strategy. The chocolate maker was looking for a brand umbrella that meets the high standards and long tradition of the brand and credibly conveys the claim of Suchard as a premium brand. isobar developed a strategy that positions Suchard as a counterbalance to our fast-moving and superficial time.

In this process, isobar classified the dark chocolate by Suchard as "true chocolate" and thus created a new category for the brand. "True Chocolate" is a unique position, promise and claim at the same time. A charming swipe at the competition - because if there is such a thing as true chocolate, then the opposite must also exist.

Suchard chocolate is presented as a modern classic that, detached from the spirit of our time, stands for true values. "The strategy that isobar has developed here perfectly reflects our premium claim and is exactly the right way for us to differentiate ourselves from the competition substantially as well as over the long term," explains Philipp Wallisch, Marketing Manager Tablets DACHU at Mondelez International.

The product launch of Suchard Suprême shows that "true chocolate" is not just novel positioning but a very good strategy for the entire Suchard presence. The innovative product line once again underlines the quality standards of Suchard and is already being advertised in the course of the new positioning.

"We are a brand-focused agency. We do not think in terms of product campaigns or image campaigns. We develop brand strategies that offer a suitable creative springboard in every channel and for every task. And I think Suchard is a very good example,” says Helmut Kosa, CEO of isobar.

To establish Suchard as a class of its own, isobar has created a TV commercial that depicts the enjoyment of chocolate with high-quality images contrasted against a poetically spoken critique of society. The TV campaign is being supported by out-of-home and online advertising. The Suchard website was also redesigned as part of the campaign launch.

TV ads on YouTube:

“True Chocolate – Suchard Suprême“: https://youtu.be/UOOI52JxQJU

“True Chocolate – Suchard Sensations“: https://youtu.be/iuY0P4oyTSM

Agency:

CEO: Helmut Kosa

Business Director: Maximillian Goll Account Manager: Kristina Gavric Creative Director: Michael Heine

Art Director: Nicole Binder-Hirschberger Web Design: Stefanie Grüner

Web Development: Moritz Palnstorfer Text: Michael Heine, Katharina Zinggl

Film Production: Seven Film- und Postproduction GmbH Director: Joachim Berc

Recording studio: MG Sounds

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