{"id":20174,"date":"2023-05-16T12:32:35","date_gmt":"2023-05-16T10:32:35","guid":{"rendered":"https:\/\/www.werbewoche.ch\/?p=197706"},"modified":"2024-11-16T08:39:07","modified_gmt":"2024-11-16T07:39:07","slug":"toblerone-mit-dem-matterhorn-geht-auch-die-swissness","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/it\/marketing\/2023-05-16\/toblerone-mit-dem-matterhorn-geht-auch-die-swissness\/","title":{"rendered":"Toblerone: la svizzerit\u00e0 si sposa con il Cervino"},"content":{"rendered":"<figure id=\"attachment_197711\" class=\"wp-caption alignnone\" style=\"width: 1024px\" aria-describedby=\"caption-attachment-197711\"><img class=\"alignnone wp-image-197711 size-full\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2023\/05\/Matterhorn-Toberlone-Zutt-Unsplash.jpg\" alt=\"Toblerone\" width=\"1024\" height=\"768\" \/>\r\n<figcaption id=\"caption-attachment-197711\" class=\"wp-caption-text\">Immagine: Peter Bromley; Unsplash; Zutt &amp; Partner.<\/figcaption>\r\n<\/figure>\r\n<p>Il cioccolato svizzero di culto Toblerone sta trasferendo la sua produzione in Slovacchia - e quindi non pu\u00f2 pi\u00f9 raffigurare il Cervino sulla sua confezione, tra le altre cose. Inoltre, dovr\u00e0 cambiare il testo da \"Cioccolato al latte svizzero...\" a \"Stabilito in Svizzera...\". Perder\u00e0 cos\u00ec la sua svizzerit\u00e0?<\/p>\r\n<p>L'agenzia di neuromarketing Zutt &amp; Partner ha indagato questa domanda nel suo studio Emo Comparr. A tale scopo, sono state esaminate le emozioni verso la vecchia e la nuova confezione di Toblerone, confrontandole poi con le emozioni di Swissness. Il risultato sulla mappa emozionale mostra chiaramente che la nuova confezione si allontana dalla spilla Swissness e scatena un numero significativamente inferiore di emozioni Swissness. Quindi, si differenzia non solo visivamente, ma anche per il suo effetto sul cervello del cliente. Senza il Cervino, viene a mancare un importante legame con la Svizzera.<\/p>\r\n<p><img class=\"alignnone size-full wp-image-197707\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2023\/05\/Abbildung-2-EmoMap-Verpackungen.jpg\" alt=\"\" width=\"1200\" height=\"841\" \/><\/p>\r\n<p>Oltre alle emozioni dei consumatori svizzeri, sono state captate anche le menti dei consumatori tedeschi. Il risultato: l'impatto emotivo della confezione del Toblerone cambia sia in Svizzera che in Germania, dove il cervello dei consumatori nazionali sente la mancanza del Cervino solo leggermente pi\u00f9 di quello della clientela tedesca. Viene cos\u00ec smentita la possibile e gi\u00e0 discussa ipotesi che la perdita emotiva del Cervino abbia un grande significato emotivo esclusivamente per i signori svizzeri.<\/p>\r\n<p><img class=\"alignnone size-full wp-image-197708\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2023\/05\/Abbildung-3-Laendervergleich.jpg\" alt=\"\" width=\"1200\" height=\"619\" \/><\/p>\r\n<p>La nuova confezione del Toblerone ha ricevuto un lifting generale ed \u00e8 ora disegnata in modo diverso su tutti i lati. Mentre la parte anteriore mostra un logo Toblerone leggermente modificato con una montagna generica, il cioccolato stesso \u00e8 visibile sul retro. Il lato presenta la vecchia scritta Toblerone, un omaggio al logo originale del 1899.<\/p>\r\n<p>Questi sforzi di design del packaging valgono la pena?<\/p>\r\n<p>S\u00ec, come dimostra questo studio. Perch\u00e9 sia l'angolo del cioccolato che si vede, sia soprattutto la vista laterale (con l'antico logo) suscitano emozioni di Swissness. La vecchia scritta sembra quindi innescare nel cervello del cliente preziose associazioni con la Svizzera. Tuttavia, queste misure non riescono a sostituire il forte effetto Swissness del possente e iconico Cervino.<\/p>\r\n<p><img class=\"alignnone size-full wp-image-197709\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2023\/05\/Abbildung-4-EmoMap-Verpackungsseite.jpg\" alt=\"\" width=\"1200\" height=\"841\" \/><\/p>\r\n<p>&nbsp;<\/p>\r\n<p>&nbsp;<\/p>","protected":false},"excerpt":{"rendered":"<p>Toblerone senza il Cervino - cosa fa nella mente dei consumatori, come influisce la nuova confezione sulla percezione della Swissness? Uno studio di Zutt &amp; Partner ha analizzato questo aspetto.<\/p>","protected":false},"author":8,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"Toblerone","_yoast_wpseo_metadesc":"Toblerone ohne Matterhorn: Neue Verpackung verliert Swissness-Emotionen. Studie zeigt emotionale Auswirkungen.","articlekey":"","footnotes":""},"categories":[29],"tags":[],"class_list":["post-20174","post","type-post","status-publish","format-standard","hentry","category-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Toblerone: Mit dem Matterhorn geht auch die Swissness - Organisator<\/title>\n<meta name=\"description\" content=\"Toblerone ohne Matterhorn: Neue Verpackung verliert Swissness-Emotionen. 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