Orchard (brand name)

from Wikipedia, the free encyclopedia

Obstgarten is a dessert made from cream cheese from Ehrmann AG . The product became known as Gervais and later Danone Orchard through its advertising in the late 1970s through the early 1990s.

The TV spots showed an orchard eater and, as an antipole, the typical consumers of other snacks such as French fries or sandwiches . It is iconic that the eater of the "heavy" meal immediately feels pressure in the stomach and breaks down through the floor . As a running gag , a cleaning lady always swept the dust into the remaining hole.

The advertising succeeded in releasing the orchard from the dessert market segment and infiltrating it into the much larger segment of snacks. Sales rose by 180 percent between 1978 and 1985, and many people in Germany are still familiar with the commercials. Reinhold Messner , Berti Vogts and Johannes B. Kerner advertised the product . In 2013, a commercial with a comparable concept was produced for Ehrmann AG.

On September 15, 2011 Danone announced that it would sell the Obstgarten brand to Ehrmann AG . This sale was completed in early 2012. In Austria, the products will continue to be manufactured and sold by Danone.

Individual evidence

  1. ↑ Peter Sawtschenko: 30 minutes for successful positioning , GABAL Verlag GmbH, 2008, ISBN 3897498677 , p. 46
  2. ↑ Danone press release
  3. ↑ Archived copy ( Memento of the original from March 4, 2016 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. @1@ 2Template: Webachiv / IABot / www.new-business.de
  4. ↑ http://www.markenartikel-magazin.de/unternehmen-marken/artikel/details/100978-ehrmann-kauf-obstgarten-von-danone/
  5. ↑ http://www.augsburger-allgemeine.de/wirtschaft/Ehrmann-kauf-Obstgarten-id16760816.html

literature

  • Gervais orchard and fruit gnomes. Efficient brand processing strategies through 2 coordinated brands . In: General Association of Advertising Agencies GWA (ed.): Efficiency in advertising 84/86 , ISBN 3923251351 , pp. 177-183.

Web links