Serviceplan Switzerland creates an incorrigible campaign for Ragusa chocolate  

Cristina Blanaru Ads, Creativity

A witty new campaign was launched by Serviceplan Switzerland for popular Swiss chocolate brand Ragusa, produced by family company Camille Bloch, celebrates people’s incorrigible character traits.

When you can claim such a strong brand essence as your own, it’s an asset you don’t want to give away. Ragusa’s authentic character is placed at the core of the current brand communication. “Incorrigible” is the claim of the new campaign by Serviceplan Suisse that has been generating attention in Switzerland.

This new campaign features 4 films and 4 posters depicting humorous scenes of incorrigible people and titled; ‘Laptop’, ‘Lift’, ‘Meditation’ and ‘Supermarket’. The dictionary definition of an incorrigible person or incorrigible behavior being someone or something that is impossible to change or improve.  This repositioning of Ragusa stays true to the core of the brand, its enduring quality and traditional recipe.

“We wanted to show that Ragusa is just like all of us: not perfect, but full of character. Incorrigible, basically.” Said Serviceplan SuisseExecutive Creative Director Raul Serrat. He added: “Ragusa is holding on to its authenticity – stubbornly, but with great confidence.”

The new campaign plays on Ragusa’s originality, and the uniqueness of the people who enjoy it. From this initial thought, the team around creative directors Florian Birkner and Simon Staub developed a campaign that is just as original as Ragusa – with a new layout, attention-grabbing headlines, social media activities and 4 films.

With a cheeky sense of humor, the campaign brought everyday people and their incorrigible character traits to the fore, to strengthen the cult factor of the brand and bring to the attention of a younger audience. The films were made by multiple award-winning director John Grammatico, whose comic intuition enabled him to create short films that were just the right amount of weird to work well on social media. In a unique tonality, they presented everyday characters and their idiosyncrasies, with small stories taken from real-life that we can all identify with.

Credits: 

Serviceplan Switzerland for Chocolats Camille Bloch SA: Ragusa /  Incorrigible

Chocolats Camille Bloch SA

  • CEO: Daniel Bloch
  • Director of Marketing and Sales: Heinz Reber
  • Brand Manager: Fabienne Leuenberger

Serviceplan Suisse

  • Managing Partner: Pam Hügli
  • Executive Creative Director: Raul Serrat
  • Creative Directors: Florian Birkner, Simon Staub
  • Copywriters: Dieter Boller, Günter Zumbach
  • Art Directors: Daniel Hesse, Nadja Tandler, Rémy Steinmann
  • Strategy: Lisa Melnikova
  • Account Management: Sonia Ducu, Selma Caglayan
  • Art Buying: Nathalie Jakober

Director:John Grammatico

Production Company: Rosas&Co

Sound: Jingle Jungle