‘More For Life!’ – MARKUS MUELLER photographs the new ALDI campaign for Switzerland and the new Zurich-based lead agency Inhalt & Form
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
CREDITS
Client Aldi Suisse
Production VISUALEYES ARTISTS / Natalija Fallocca-Bajric
Advertising Agency Inhalt&Form Zürich
Creative Director Karin Estermann
Art Director Paul Labun
Photographer MARKUS MUELLER
About MARKUS MUELLER
Like few other photographers Markus Mueller knows how to use visual means – depth in particular – to create places that invite discovery. Throughout his work he rejects the obvious and embraces the freely associative.
Markus Mueller's path to photography was preceded by a detour through the humanities. He began a degree program in history and political science in his hometown of Dresden, but while slogging through dreary texts he discovered his love of images, and decided to leave university and concentrate on photography instead. He first worked as a photographer’s assistant, and later enrolled at Berlin’s Lette Verein school, earning his diploma in 2003. Since then he has lived and worked in Germany’s capital, where his office is now based.
In addition to his art photography, Markus Mueller is known for his sophisticated work in advertising and is an internationally sought-after photographer for clients such as Adidas, Volkswagen, Land Rover, O2, Hornbach, Mercedes-Benz and Panasonic. Even in his commercial projects, Markus Mueller eschews the functional and instrumental and seeks to create timeless, enduring images. He has received numerous awards for his work, including a Clio Award, an Epica Award and a WPPED Cream Award as well as prizes from ADC Germany, ADC Europe, Cannes Lions and D&AD London.
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