Grabarz & Partner has launched the refreshingly friendly new brand campaign for VIVIL. It was only last autumn that the Grabarz & Partner creative agency secured a pitch to win the account of the VIVIL sugar-free sweet brand. We present the results: after 7 years of TV abstinence the family company, now in its fourth generation of ownership, will finally be back on air on TV.

Dr. Alexander C. Müller-Vivil, who personally supervised the pitch and campaign development comments, ‘we are launching an energetic campaign and want to build up the VIVIL brand’s attractiveness and strength. We aren’t starting a small category approach of advertising, we are using a tailor made approach to communicate what the VIVIL brand has embodied for over 10 years: sharing happiness’.

The campaign heading of ‘Let’s change the world. Sweet for sweet.’ presents the ‘happiness chain’ commercial spot, demonstrating how a sweet from a flat country can bring people together in world politics with a smile, breaking boundaries and encouraging great change. Grabarz & Partner comment ‘VIVIL sweets are the world’s smallest social currency’.

Dr. Müller-Vivil acknowledges the challenge of gaining attention in an almost monopolised market. Ralf Heuel, CEO of Creation and project leader of the commercial spot adds, ‘The ‘welcome to vivilised world’ campaign strategy adds emotional value to the brand and places it in a relevant, contemporary context – with an approach that goes far beyond ‘tastes good’.

The TV spot launched in late March on popular private channels. The production took place in early 2013 in South Africa under the direction of Barney Cokeliss. VIVIL is going for a long-term marketing strategy – Grabarz & Partner will soon launch the online and social media parts of the campaign.

Up until then we are particularly looking forward to the yummy online store. Banana, black currant, yummmm…. Go treat yourself!

Credits

Client: Dr. Alexander C. Müller-Vivil

Agency:

CEO Creation – Ralf Heuel

CEO Consultation – Thomas Eickhoff

Planning – Stefanie Kuhnhen

Group Leader Creation – Mathias Lamken

Senior Text – Tobias Burger

Senior Art – Jan Riggert

Director of Moving Images – Patrick Cahill

Consultation – Miriam Mückner

Director of Production: Bakery Films

Producer: Axel Doepner

Director: Barney Cokeliss

DOP: Clive Sacke

Post-Production: Slaughterhouse Hamburg

Telecine: Benedikt Hugendubel

Editor: Kathrin Schmoll

Music:

Title: A Better World

Composer: Anné Kulonen

Recording studio: Studio Funk Hamburg

Sound engineer: Jochen Kempe