We Care With Love

Caring for our loved ones is what makes life beautiful. And relatable, everyday stories build a stronger bond than an impersonal stream of coupons. Our emotionally charged campaign resonated with the audience and helped Rossmann become the fastest growing drugstore on the market.

THE CHALLENGE

Our goal was to change the customers’ perception of Rossmann from “It’s a Palace of Beauty where I can get a good discount on lipsticks” to “It’s the one-stop drugstore with strong values that cares about me and offers high-quality goods for my whole family”. To build a relationship and attachment deeper than any number of coupons could achieve and give them a reason to come back and become loyal.

THE BRIEF

• Build emotional connection between the customers and the brand
• Market share growth twice as fast as the market and outgrow Teta by 2024
• Match the DM’s number of social media followers
• Long-term support of the positive perception of the brand, the Care & Family values and the customers’ awareness of the Baby category
• Help the brand become a market leader and price trendsetter
• Raise awareness and attractivity of the Rossmann Club

THE RESULT

Over the course of a few years, we created a memorable concept highlighting the beauty in small, everyday moments. The audience enjoyed watching the stories of a mum and her daughters as they navigated their relationship and relatable, everyday situations. We managed to turn the simple word “Mami” and the music into easily recognisable brand assets.