Scholz & Friends, in partnership with Cailler, invites you to smile
Under the slogan “Unwrap Your Smile,” Scholz & Friends presents a new brand concept for Cailler and brings it to life with the launch of a coordinated brand campaign. The campaign centers not only on Switzerland’s oldest existing chocolate brand, but also on Hollywood star Jason Isaacs, who showcases the brand as the TV commercial’s prominent star.
The year 2025 marks a milestone for Cailler: 150 years after the invention of milk chocolate by Daniel Peter, the son-in-law of founder François-Louis Cailler, the traditional Swiss brand is reinventing itself: The orchestrated brand campaign developed by Scholz & Friends positions Cailler in people’s lives with a generous dose of positivity and a milk-chocolate smile. Even when everyday life challenges us with small frustrations—whether it’s a mishap, work, or a missed bus—the campaign’s central idea, with the slogan “Unwrap your smile” to see the positive in every situation—entirely in keeping with the Cailler brand tradition, which has always brought a smile to the faces of young and old alike with its incomparably fine chocolate creations. At the heart of the orchestrated campaign are film formats in which Hollywood actor Jason Isaacs faces unexpected challenges with charisma—but above all with a bar of Cailler and a smile: dressed in nothing but a pink outfit, he proves that a ski vacation doesn’t have to be ruined just because you’re wearing the completely wrong clothes.
The campaign goes live on October 6 with TV spots, online videos, and social media content in German-speaking Switzerland and French-speaking Switzerland. Display banners, posters, sponsored content, influencer collaborations, point-of-sale initiatives, and a consumer promotion will be used to support the campaign.
“Together with Scholz & Friends, Cailler wants to give people in Switzerland a real reason to celebrate. The new campaign platform and our delicious chocolates are just the beginning,” said Bruno Emmenegger, Head of the Chocolate Category at Nestlé Switzerland.
Credits
In charge at Cailler:
Bruno Emmenegger (Business Executive Officer Confectionery), Tim Zurfluh (Head of Marketing Confectionery), Tiffany Vossen (Communication Manager), Marie-Cécile Pelle Lancien (Head of Communication Confectionery Europe)
In charge at Scholz & Friends:
Jennie Lidell, Sebastién Dudas, Barbara Hartmann, Joana Faria, Franziska Stäger, Zara Velchev, Monja Mangieri, David Fischer, Christian Vosshagen (Kreation), Ramona Zwyer, Elisa Stahel, Ramon Zahnd (Beratung), Susi Miller, Elena Mokulys (Strategie), Maximilian Neumann, Nele Siegl (FFF), Julian Krohn, Yannick Sahlmen (Sounds), Marielle Wilsdorf, Mathias Rösch, Inge Selawry (VML), Bas Korsten (VML) (Gesamtverantwortung)
Production: Zauberberg/Feit Film, Wiebke Feit
Direction: Mark Albiston
Sound: Supreme
Photography: Sven Germann
Brand Design: Futurebrand
Entertainment: Spark Marketing Entertainment
Media agency: OpenMind Switzerland