Harmony is brought to the table with the Migros beer.


Branding Campaigning Consulting Retail & Consumer Goods



Drinking democracy: As part of the Migros ballot vote on the sale of alcohol, Wirz worked with Migros to develop a new product for the retail merchant – the Migros beer.

On 4 June, the 2.3 million Migros cooperative members will vote on whether the retail merchant should sell alcohol in the future. A highly emotional and political issue for Switzerland that is greatly polarising.

The communication approach alongside such a controversial vote harbours numerous stumbling blocks. To overcome this challenge, Wirz developed an idea that goes beyond a conventional information campaign and addresses both the pro and the contra camps. The agency created a new product in collaboration with Migros – the Migros beer. Here’s the kicker: the beer is directly linked to the vote. Depending on the outcome of the vote, the cooperatives will add the alcoholic or the non-alcoholic version to their range.

The complex and political topic is thereby treated with a smooth and nimble approach, creating unprecedented enthusiasm for the democratic right of co-determination at Migros.

In addition to the product idea, Wirz is also responsible for the packaging design and the corresponding campaign, which will be shown on various channels such as OOH, print, social media, display ads and on TV from now until voting is complete. The “Oui” or the “Non” beer will then be launched in shops following the vote.

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