ROCHER - 25 years of golden moments
It is still the world's most popular praline and is gold-wrapped for a reason: Ferrero's 'rocher'. It's glorious way started in 1982 in the little italian town of Alba. Since 1984, Rocher, the praline premium delicacy made from selected hazelnuts, crispy wafer and tender nougat filling, is available in Germany. This year the praline celebrates it's 25th anniversary and thus becomes a bright highlight in the christmassy cities of Frankfurt, Leipzig, Hannover and Berlin. On Frankfurt's 'Rossmarkt' an 18m high Rocher-pyramid glitters today and tomorrow. From 3 o'clock to half past eight today, a musical performance with dutch singer Cynthia Tokaya and the performance highlight Windriders takers place. The Rocher-pyramid is open to public today and tomorrow for viewing the results of a creative competition and for tastings. The creative competition was announced in two categories (Foto/Design and Film/Animation).
In order to professionally judge all transmittals the Rocher-heads consulted specialists: The internationally known fashion designers Unrath & Strano as well as Prof. Günter Horntrich from Cologne's International School of Design were asked to judge. Because of the numerous creative transmittals the jury had a tough job. They had to intensively deal with all works, analyse the intentions deeply, in order to understand the motivation of the senders. At the end of the long Jury-conference all winners were nevertheless chosen.
Rocher received prominent support by the Berlin-based fashion designers Klaus Unrath and Ivan Strano. Their statement to this competition: "We also connect numerous golden moments and found it exciting to see how the competitors staged the golden orb. The decision wasn't made easy for us, as really great ideas with very creative approaches were among the transmittals. A big compliment also goes to Ferrero for calling this creative competition to life with a great effort."
A known expert was part of the Jury in person of Professor Günter Horntrich. He describes the task as follows: "Imagine you had the task to display the golden Rocher-moment, this instant full of emotions, sensuality, pleasure and delight. The broad variety of the submitted works, some abstract, others objective, stage this precious moment each in independent, sometimes surprising ways by means of ingenious, complex references. For these compounds made from pictures, depictions and symbols are fuelled from the most various environments. he basic criterion of my evaluation of the works was the simplicity and clarity of the gesture which catched this highly emotional recollectional moment."
Native of the Netherlands, Cynthia Tokaya studied dance, photography and Psychology at the Etiwanda Highschool Los Angeles, travelled the world for years. With a head and a suitcase full of experiences she landed in Düsseldorf in the 90es, where she was encouraged to find another valve for her restlessness. She founded a band, took up painting again. Besides many paintings, 3 CD's where created with self composed songs. On the 'Rossmarkt' she connects art and singing today and is looking forward to her performance.
Helmnot Theater shows the spectacular performance "Windriders" on the 'Rossmarkt', which is unique worldwide. Dancers create fantastic pictures in the sky using up to 12m long, vertically rising cloths on specially designed blowers. Overlong lengths of cloth sway in the wind. Air beauties, forming ever new illusions - poetic, powerful, and beautiful at the same time. The perfect framework for the Rocher anniversary.
His design reduced the picture language to a mimimum, showed a playful minimalism. The grafic artist Max Hathaway (27) from Heidelberg won the Rocher creative competition Grafics/Design. What provoked his competing? "The brand Rocher accompanied me since my childhood, is an evergreen in the sweets selection and I like it a lot. The biggest task for me was to accurately display the colour gold." His design, making the Rocher orb a piece of jewellery, toys with the issue worthiness. "Luxury and pleasure a playfully displayed without taking them seriously", he smiles whimsically.
The first prize in the category Film/Animation went to Ina Beyer from Mainz, who currently completes her apprenticeship to become a 'Mediengestalterin Bild und Ton' in Frankfurt-Bockenheim. The 23 year old had found the Rocher creative competition on the internet and spontaneously decided to enter. In her movie, the little golden paper makes his way to find the golden moment, it's fullfilment. "For this no oher chocolate product could be enough, but only Rocher", she explains. The Jury thought that Ina thus had shown the desirousness of the product in a very special way. "I am very happy about making first prize and the connected bonus for the two winners", she gleams and thanks Ferrero and her employer, who gave her the necessary time for the work on her film.
Svenja Breitenstein und Simone Kuntz take care of the complete brand appearance of the praline premium delicacy in luxurious gold covering. Svenja is a business economist, Simone is a media specialist. The days of the Rocher-marketingteams are filled to the max: advertisement from ads via TV-spots to posters, the development of attractive packings like present packages, preparation and execution of special activities like now during christmas market, dealer activities, the analysis of the market and the strategic planning are all part of their duties. "We are a miniature company in the big company Ferrero, so to speak", the two say, smiling.
Text: BILD Frankfurt
Pictures: contour, Felix Lenz
Source: BILD Frankfurt
Translation: Jörg Broich/contour
Further information can be found at: "ROCHER - 25 years of golden moments"