Marketing textbook, chapter 8

Brand relaunch as part of an integrated communication strategy for the HYPOXI brand. The comprehensive measures presented in the article were developed and realised by the Munich agency move communications.

Integrated communication refers to an approach in which all communication tools are harmonised with the aim of anchoring an unmistakable internal brand image in the minds of customers. Today, companies use numerous ways to communicate with their respective target groups (see section 8.2.4). Integrated communication has the task of harmonising the variety of instruments and measures used for internal and external communication in terms of content and form so that the brand message is communicated clearly and without contradictions. The communication campaign of the Austrian brand HYPOXI - world market leader for natural body shaping - has achieved this brilliantly. On the one hand, the consistent use of the central colour codes red and grey makes for a very good formal presentation of the communication media, while on the other hand this uniform appearance - in the sense of an advertising constant - also promotes recognition.

• Central colour codes red and grey
• Brand essence
• Competitive environment
• B-to-C target group: men and women
• B-to-B target group: beauty and fitness studios
• Flyer for the studio partners
• POS material for customers
• Homepage
• Consumer magazines
• Customer magazine
• Social media campaign

Sources:

• https://www.youtube.com/watch?v=pDKaWA7b3bQ (as at 10 January 2026).