This also includes the "Thank You" campaign with the two competitors dm and Rossmann, as well as the company's own appearance on TV shortly before Easter 2020.
This is the first time that Müller has gone on TV with an advertising campaign. Starting in January, the new brand claim "more for me" was intensively promoted in several channels (TV, radio and print) in more than 5 countries.
Until now, the company with sales of over 4 billion euros, more than 850 stores and over 37,000 employees has focused on brochures and catalogs.
The objectives of the campaign are, on the one hand, to raise awareness and sharpen the brand and establish the new brand promise "more for me". And secondly, to motivate customers and new customers. Media used are: TV (5 countries), online video, radio, digital out of home, social media.
Fluent founder and board member for consulting Géza Unbehagen comments: "We are very proud to have won the Müller creative account after a successful strategy and CI project. We still have a lot of plans together with Müller, because Müller has set ambitious goals for the coming years."
Fluent Creative Director Daniel Frericks on the new campaign: "Many people don't even have Müller on their radar as a full-range and experience department store. The commercials and the campaign phrase "More than a drugstore" make it clear that you can get much more than just the usual chemists' articles at Müller."