With a new campaign, Exquisa is bringing its legendary jingle “None tastes quite like this one” back into the public consciousness – given a fresh interpretation by Freunde des Hauses.
The advert relies on emotionally charged imagery and whets the appetite of cream cheese fans for Exquisa. The brand consultancy and creative agency, part of the Hirschen Group, has lovingly reimagined the classic, combining the best of tradition and modernity.
At the heart of the new TV advert is the “Der Sahnige” cream cheese variety, the centrepiece of the Exquisa portfolio. The key challenge: an attention-grabbing return to TV after a five-year hiatus – and the revival of a jingle that still rings in many people’s ears, but which, according to market research, has lost some of its presence over the years of the advertising break.
The solution: a realistic, lively film set in a familiar kitchen scene, accompanied by a newly composed song that charmingly leads into the familiar chorus: “Mmmh…Exquisa… none tastes quite like this one.”
“The Exquisa brand is familiar to many people – but even strong brands need a breath of fresh air now and then. Our aim was to rekindle memories of the jingle whilst simultaneously creating a modern, emotional connection to the product’s quality,” says Boris Schmarbeck, Creative Director at Freunde des Hauses.
Visually, the advert features warm imagery, dynamic camera movements and a look that stands out from the aesthetic of the previous advert. It was directed by London-based filmmaker Jacob Hopewell, with music by renowned composer Ian O’Brien-Docker. The production was handled by Markenfilm Hamburg.
At the end of March, the advert was initially aired on SevenOne Media TV and digitally on YouTube as part of a scheduled programme. Further plans are underway. The advert will also be shown on social media channels and on the Exquisa website. In parallel, the packaging relaunch with a completely new and modern design is making an impact at the point of sale.
“Exquisa stands for particularly creamy, smooth cream cheese and flavour – we didn’t just want to say that, we wanted to bring it to life. The new advert captures that perfectly, in a charming, familiar and modern way,” says Steffen Balb, Brand Manager at Exquisa / Karwendel-Werke Huber GmbH & Co. KG.
The campaign is part of a long-standing collaboration: following an initial TVC in 2018 and the most recent campaign for the NOA brand, this is already the third project for Karwendel-Werke by Freunde des Hauses – once again with the aim of creating authentic brand experiences.