VIENNA – The Austrian Association for Consumer Information (VKI) is embarking on a strategic overhaul of its marketing and communications, partnering with the agency kraftwerk for the next three years. The collaboration, which began in autumn 2025, aims to broaden public awareness of the VKI’s extensive range of services beyond its well-known product comparisons and the “Konsument” magazine.
For 15 years, the VKI has been compiling reports based on consumer feedback, identifying discrepancies and defects in goods and services. This ongoing effort culminated in the 2025 “Consumer Duck” campaign, which nominated five products for being particularly irritating or deceptive – Asia Green Garden Mie Noodles, Billa Vitamin Water Raspberry, Eskimo Magnum, Mars Protein Bar, and Nöm Cremix Pistachie. The campaign invites public voting to identify the “Most Annoying Product” of the year, highlighting consumer grievances.
However, the VKI offers a significantly wider array of support than many consumers realize. These services include individualized consultations, webinars focused on cost-saving measures like reducing electricity bills, collective legal actions, and product recall assistance. The partnership with kraftwerk is designed to communicate this broader scope of services to new audiences.
“The new campaign framework makes the VKI’s services easily understandable through emotional storytelling,” explained Angelika Hammer, Managing Director of kraftwerk. “In combination with the informative campaign claim ‘That’s what the VKI does,’ we will increase awareness among consumers in relevant life situations, encouraging them to utilize the VKI’s advisory services and products.”
The agency’s approach centers on shifting the perception of the VKI from solely a product comparison resource to a comprehensive consumer protection organization. This is particularly relevant in a market increasingly characterized by misleading health claims and subtle price increases – issues directly addressed by the 2025 “Consumer Duck” nominees. The Eskimo Magnum nomination, for example, highlights the practice of “shrinkflation,” where product size is reduced while maintaining the same price.
The campaign architecture is designed for longevity, with a multi-year, cross-channel strategy. The initial cross-media launch, running from late January to early March, utilizes social media, YouTube, digital out-of-home (DOOH) advertising, and information screens. Further seasonal campaigns focusing on specific VKI services are planned for subsequent years, suggesting a sustained effort to build brand awareness and consumer engagement.
This strategic shift comes at a time when consumer protection is gaining increased attention. The VKI’s 2025 voting initiative reflects a broader trend of empowering consumers and holding companies accountable for deceptive practices. The organization’s historical impact on consumer rights in Austria, spanning decades of advocacy and information dissemination, positions it as a key player in the evolving consumer rights landscape.
The focus on emotional storytelling and a clear, concise campaign claim – “That’s what the VKI does” – represents a deliberate effort to simplify the organization’s message and resonate with a wider audience. By highlighting the practical benefits of its services, the VKI aims to increase utilization and strengthen its position as a trusted resource for Austrian consumers. The long-term, multi-channel approach suggests a commitment to sustained brand building and a proactive response to the changing needs of the consumer market.
The VKI’s initiative also aligns with broader marketing trends emphasizing brand awareness as a crucial driver of revenue. As highlighted by marketing experts, strong brand recognition reduces decision-making time and can lessen price sensitivity, allowing established brands to command a premium. The agency’s strategy appears designed to leverage these principles, transforming the VKI from a reactive resource for addressing consumer complaints into a proactive brand that consumers actively seek out for guidance and protection.
