More freshness, more attention, more Swissness… Photographer MARKUS MUELLER realized the new ALDI Suisse image campaign ‘More for Life!’. The new brand identity demonstrates once and for all that ALDI Suisse is no longer just an affordable discounter – in 2020, they give customers more for their money but also more quality, more freshness, more regional products, and more transparency. This added value is the basis of the communication measures to reposition the brand, developed by Aldi Suisse together with its new lead agency Inhalt & Form.
Inhalt & Form on the campaign : “ALDI SUISSE is seen by the majority of the Swiss population as a young, simple, and above all, a cheap German discounter. To improve this negative image and clearly establish a reputation as a price-performance champion, and set itself apart from the competition, the added value customers experience while shopping at ALDI SUISSE will be underscored from now on. So that customers know how much more ALDI SUISSE has to offer than just affordable shopping.”
And they tell us about the production : “During a workshop, we analyzed the brand position and brand promise in order to develop a strategy to implement and realize a new brand strategy. This resulted in a three-phase plan, which lays out how the topic of ALDI added value will be addressed in the future. As an umbrella for the repositioning of the brand, a campaign claim was created to remind consumers again and again that ALDI SUISSE is not only about getting more for your money, but also about more for life thanks to more quality, more freshness and more regionality. To communicate the new brand positioning, we developed and realized an image campaign which demonstrates this added value at ALDI in a relatable and humorous way. In parallel to the image campaign, the complete brand identity has been redesigned to match the repositioning, and an easily realizable CI/CD has been created.
With this added value at ALDI and the new claim, we have created a unique communication platform for ALDI SUISSE which is built to last. On the sales, theme, and image level, we have already proven that the topic of added value is flexible and can be adapted for the respective target. This combination of a surprising spirit and smart tonality will put this new brand identity of ALDI SUISSE on track to becoming an iconic Swiss brand.” GoSee : aldi-suisse.ch