Migros
Democracy to drink
As part of the referendum on alcohol sales, Wirz developed a new product in collaboration with Migros—Migros Beer. NON turned a potential backlash into the “PR coup of the year.”
The Challenge
Alcohol at Migros – yes or no? After nearly 100 years without selling alcohol, Migros put this fundamental question to a vote among its 2.3 million members. A highly emotional topic with significant potential for conflict.
The benefit
Instead of a traditional campaign, Wirz developed a new product together with Migros: Migros Beer. The twist: The beer was directly linked to the referendum. Depending on the outcome of the vote, either the alcoholic or non-alcoholic version would be added to the product range. In doing so, we generated unprecedented enthusiasm for the democratic right to vote at Migros.
Momentum Generator Program
Products included: Opportunity Shaper, Momentum Generator, Creative Breakthrough, Campaign & Amplification/PR Refiner & Creative Factory
Write to me—I’d be happy to reach out personally for an initial conversation.
Florian Avdic
Chief Strategy Officer
Our drinkable symbol of democracy generated enormous media coverage with 400 million impressions and a media equivalency value of 14.7 million Swiss francs. But the success didn’t end with the vote: In just six months, NON beer became Migros’ second-largest non-alcoholic beer brand. The NON family now includes five additional varieties and contributed to a 10-percentage-point increase in Migros’ market share in the non-alcoholic beer segment.
%
Market share gain in the non-alcoholic beer segment
1st place
In GfK’s national reputation ranking
+ Mio.
Reached contacts with a media equivalency value of 14.7 million Swiss francs
