Cailler Nestle
Integrated Campaign
Strategy/ Production / Communication / Social / Influence / Digital / Activation

How our delicious strategic idea enabled iconic Swiss chocolate brand Cailler connect with a younger audience.

Buzz Brothers has been supporting Cailler since 2018 to elevate their brand image and emotional connection with consumers.

Cailler Nestle
Integrated Campaign
Strategy/ Production / Communication / Social / Influence / Digital / Activation

Buzz Brothers has been supporting Cailler since 2018 to elevate their brand image and emotional connection with consumers.

Our Mission

Cailler is Switzerland’s oldest chocolatier, having celebrated their 200th anniversary in 2019. For the launch of Dark & Milk, our task was to build awareness, drive maximum trial and foster a fresh new perception of the brand for a younger audience.

The way you like it

Cailler created Dark & Milk to offer the best of both milk and dark chocolate worlds.

 

We crafted the big idea, “The Way You Like It”, inviting chocolate lovers to enjoy their chocolate, their way. Because when you can choose the intensity that suits you best, there’s no way you can’t like it!

A bold integrated campaign

Responsible for every stage of the campaign, we built a consistent digital and design-led campaign focusing on bold, vivid colours that pop and we extended a quirky and light hearted feel throughout the campaign that ran across social, digital, influence, outdoor, print and in-store.

Are you smooth, rich or intense?

We designed 3 live experiences that corresponded with the 3 unique Dark & Milk intensities.

 

For Smooth, we went off-piste snowboarding in Verbier. For Rich, luxurious mountaintop spa in Gunten. And for Intense, indoor flying in Sion.

Dark&Milk is Influential

We selected and managed 6 Swiss influencers, who received the full Dark & Milk range and got to try out the experiences before anyone else.

Behind the Scenes

BuzzProd went to extremes to style, shoot and film the entire campaign.

The results

“We were looking for a digital-first creative agency to communicate to a younger Swiss audience. It’s been a great collaboration with Buzz Brothers and we are extremely satisfied with the outcomes of this campaign”

Tobias von Rohr, Head of Marketing Cailler
Our strategy for Dark & Milk has enabled Cailler to connect to a younger Swiss audience with a millennial mindset.
1/3 new customers are under 35
45% average video completion rate
42% conversion for competition
Excellent engagement thanks to bold, positive and emotional content.
6.6M video views
+21K impressions
3.2M Swiss people reached by OOH campaign with average OTS of 20
We have extended the brand’s reach both online and offline, reinforcing its market leadership in chocolate confectionary.