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Switzerland will elect its new parliament on October 22. That’s why mailboxes are carefully stuffed with leaflets and a confusing amount of electioneering is posted on roadsides. This situation already brings many voters to the brink of depression.
For this reason, most companies choose not to advertise during this time. But this year, two retailers, Migros online store Digitec Galaxus and discount store Aldi, could be considered vying for voters’ favor with politically colored campaigns. But the target is consumers. Two major corporations are essentially hijacking the democratic process to promote themselves. How useful are the actions of advertising freebies?
Not a first for Digitec Galaxus
Regula Bührer Fecker (45), multiple advertiser of the year, sees potential in at least a certain segment of the population. “They appreciate being able to smile a little amidst all the seriousness of election season.” However, there are also some people who are disturbed by this “hijacking” of political participation. So it’s a difficult thing.
“Political” campaigns are not a first for Digitec Galaxus. The Migros subsidiary has also played with “yes” and “no” motifs similar to voting posters in the past. But this is the first time the products have depicted politicians. In both cases, the humorous approach of making fun of the candidates’ meaningless slogans is noteworthy. Even if it probably touches a sensitive nerve with some candidates.
Aldi is in danger of going unnoticed
Because expensive campaigns face the danger of drowning in the flood of electioneering without attracting attention. At least Digitec Galaxus took this risk into account to some extent: their campaign lasted only until the beginning of October, thus narrowly avoiding major congestion stress.
That’s exactly why discounter Aldi’s initiative is surprising. He wants to “shake up the election campaign” and is now displaying his own “election posters” in the middle of the peak phase of the election campaign. Rather than attracting attention, this approach may actually have the opposite effect. Bührer Fecker also thinks the design is too close to traditional Swiss political posters: “So you think: ‘Just another election ad’.”
The Aldi posters were noticed at least on social media: There, Swiss comedian Karpi pointed out that the colors were a little too similar to those of the German far-right party AfD. It probably wasn’t the kind of attention the discounter was hoping for with its campaign.
“Of course, we use our corporate colors in the campaign that we have worn since we entered the market 18 years ago,” writes the Aldi Suisse media office in response to Blick’s question. So it’s definitely not a political statement. In addition, unlike individual political parties, the company is there for the entire Swiss population, “regardless of whether they are left, right or in between, whether they have the right to vote or not.”
Source :Blick
I’m Tim David and I work as an author for 24 Instant News, covering the Market section. With a Bachelor’s Degree in Journalism, my mission is to provide accurate, timely and insightful news coverage that helps our readers stay informed about the latest trends in the market. My writing style is focused on making complex economic topics easy to understand for everyone.
