Migros, a Swiss retail giant known for its traditional stance on promoting public health, is under scrutiny following its recent online marketing campaign featuring alcohol and CBD seeds.
The company, historically opposed to the sale of alcohol and tobacco, now advertises these products on social media platforms like Instagram. This shift has sparked criticism among consumers who believe it contradicts the values established by the company's founder, Gottlieb Duttweiler.
Public Outcry Over the Campaign
The campaign has drawn mixed reactions from Migros customers. Many find it unsettling that the company, which once stood firmly against alcohol sales, is now promoting alcoholic beverages and CBD products online.
One customer expressed her dismay, noting that such advertising does not align with Migros' brand identity, which has long been associated with the promotion of public health.
Mixed Reactions from Experts
Branding experts have also weighed in on the controversy. Philippe Knupp, from the creative studio "dear creative," highlighted the confusion caused by Migros' inconsistent messaging.
He pointed out that during the UEFA European Championship, the company promoted alcohol-free beer, yet now it markets alcoholic beverages under the same brand. This inconsistency, according to Knupp, could undermine the credibility of the Migros brand.
Stefan Vogler, another expert, suggested that Migros may be too preoccupied with other internal issues to consider the potential damage to its reputation as a promoter of health.
Meanwhile, Carole Ramuz of Brandsoul noted that the sale of CBD seeds falls within legal boundaries, and Switzerland has traditionally been open to the legalisation of cannabis products.
Migros Defends Its Strategy
Migros spokesperson Sarah Reusser defended the company's decision, stating that the CBD seeds sold contain less than one percent THC, meaning they have no psychotropic effects.
She also mentioned that alcohol has been available online through Migros for the past 15 years, and customers appreciate the convenience of purchasing these products through the company's digital platform.
Reusser further clarified that Migros stores themselves do not sell alcohol, and the online offerings comply with the company's statutes and those of its cooperatives. She stressed that the online sale of these products is fully in line with Migros' principles, even though such sales were not considered during the founder's lifetime.
Personal perspective
This shift in Migros’ marketing strategy reflects the company’s adaptation to changing market dynamics. While the promotion of alcohol and CBD products may seem to diverge from the brand’s traditional values, it also demonstrates Migros' responsiveness to consumer demand and legal frameworks.
The key question will be how this new approach aligns with the expectations of their customer base and whether it will successfully integrate into Migros’ broader brand identity. Only time will tell if this strategy enhances their market presence or challenges their long-standing reputation.
