Glimmering promises

Migros was one of the first Swiss companies to use television advertising. Even when the ads appeared in colour starting in 1968, most viewers were still seeing the orange M in black and white on their outdated TVs.

On 1 February 1965, Swiss television broadcasts its first advertising spots. These can be seen on about half a million television sets – with the number increasing rapidly – and bring SRG more than CHF20 million in the first year.
The new advertising medium is so popular with companies that demand is many times greater than the number of legally allowed slots. Migros also starts advertising on TV, first for Voncafé, with an animated cartoon made in stop motion technique. The only problem is that black and white television does not show off the orange trademark to its advantage.
When colour television is introduced in Switzerland at the end of 1968, Migros starts producing colour spots. In its annual report in 1969, it reports: “When used in measured doses, colour is an important additional element in television advertising.” But in practical terms, colour poses a problem to advertisers as most viewers still have black and white sets. In order to avoid the orange M appearing a drab grey on the home sets, it is broadcast for five years in black or white in the colour spots. But, just in time for Migros’ 50th birthday celebrations in 1975, the Familie M gathers around an orange M, which is seen by most viewers as it should be. However, it now becomes apparent that the hue is rather random. It is only in 2005 that Migros finally defines the exact shade of its trademark.