Mistral Home is a Belgian manufacturer of stylish and high-quality bed and table linen. Since they were also looking for a clear line in all their communication, they came to choco at the end of 2014. This led to an intensive partnership.
Starting from a clear mission and positioning, choco and Mistral Home jointly developed a detailed brand passport in 2015. This document became the starting point for all internal and external communication. In the autumn of 2016, the brand passport was further extended with four relationship values, which were identified during an internal DNA study.
The brand passport was also the basis for a new radio and print campaign this autumn. In the radio concept, ‘enjoyment’ was made tangible through intricate cause-and-effect stories. For example, if you get a good night’s sleep, you have less bags under your eyes, which means a better Tinder profile, and therefore a quicker match, and a good night’s sleep. Another example: if you have a pleasant time at the dinner table, time flies. When time flies, you suddenly find yourself with grandchildren, and a full dinner table, which means fun. These are the effects of the pleasantness brought by Mistral Home, at the table and in bed.
We also created an advertising concept for the bed linen of Mistral Home, featuring couples and children rolling about among dozens of pillows. Here, too, emphasis is clearly on enjoyment. A concept for the table linen will follow soon.