Observed Signal · Jul 27, 2026 · Campaign Launch · Source: persoenlich.com News · Impact: 2/5 · Sentiment: Positive
Brack.Alltron launches cardboard-themed brand campaign
Brack.Alltron (Brack) has launched a new brand platform and nationwide campaign developed with Brinkertlück Creatives, completed by May 2025 under the motto Heute bestellen, morgen auspacken and the creative claim Pack aus, was in dir steckt. The fast-moving rollout uses handcrafted cardboard product replicas built from Brack’s Willisau packaging, favoring tangible production over AI imagery, and runs across DOOH, print, online and five new TV spots — a return to TV after an earlier pause. The relaunch includes a refreshed corporate identity with category-specific color worlds, the repositioning of four brands and a rebuilt online shop. Production credits include Boogiefilms and UPP. The initiative highlights Brack’s expanded beauty assortment following the PerfectHair acquisition and promotes next-day delivery across Switzerland via Swiss Post for non-spedition items.
Brand and creative refresh by a national online retailer with multi-channel rollout; relevant for creative production and retail marketing but not industry-shifting.
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Key Takeaways & Evidence Grounding
- New brand platform and nationwide campaign developed with Brinkertlück Creatives and completed by May 2025; campaign uses the mottos Heute bestellen, morgen auspacken and Pack aus, was in dir steckt.
- Creative production uses handcrafted cardboard product replicas made from Brack’s Willisau packaging, reduces AI image generation, and runs across DOOH, print, online and five TV spots; production credits Boogiefilms and UPP.
- Relaunch includes a refreshed corporate identity with category-specific color worlds, repositioning of four brands, and a rebuilt online shop.
- Acquisition of PerfectHair expanded the beauty assortment with exclusive brands (e.g., L’Oréal Professionnel, Schwarzkopf, Kérastase, Moroccanoil).
- Marketing chief Reichelt joined in autumn 2024; company promotes next-day delivery across Switzerland via Swiss Post for non-spedition items.
Connected Companies & Entities
2 Entities mapped“The Beauty assortment now includes premium and salon brands such as Kérastase, L'Oréal Professional, and Estée Lauder....”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Rembrand launches 'Ganz ehrlich' campaign for Ramseier
St. Gallen agency Rembrand has delivered a comprehensive brand refresh and a 360-degree campaign for Swiss beverage brand Ramseier (Ramseier Suisse) under the claim “Ganz ehrlich.” The assignment includes harmonised, nationwide packaging redesigned as an evolutionary refresh (retaining logo placement and core visual traits) and a modular campaign architecture intended to run across TV, online and outdoor formats. The packaging rollout began progressively at the end of 2025; the new campaign creative was scheduled to start in early May 2026 targeting younger audiences. Rembrand’s Creative Director Jörg Stöckigt and Ramseier Head of Brand Management Evelyn Kafka detail the strategy as emphasising naturalness, origin and long-term, self-similar brand consistency.
bett1.de launches brand-led campaign with new creative partner
bett1.de has launched a brand relaunch that shifts focus from individual products to the overall brand. The new international campaign is created by Aimaq Creative Studios, while media planning and buying remain managed in-house by bett1.de. The campaign began in Germany on 2026-07-31 and will run on numerous linear TV channels as well as on streaming services, YouTube and social media. bett1.de says it spends an estimated several dozen million euros on media advertising in Germany.
XXXLutz refocuses brand, replaces long-standing claim
XXXLutz is repositioning its brand communication after about ten years. From September the company will replace its previous claim with “XXXLutz – Alles für dein schönes Zuhause” to present itself as a cross-channel home brand emphasizing inspiration, services and broader home assortments while keeping furniture as the core business. The launch includes a digital campaign featuring actor Matthias Schweighöfer; the animated film was produced by For Sale together with Storybook Studios and used AI-supported technologies. XXXLutz says the group operates more than 400 stores across 14 European countries, employs over 27,600 people and generates around €6.4 billion in annual revenue. The move aims to create additional purchase occasions amid a weak furniture market and higher pressure on growth.
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