Since 1990, the Swabian textile company Trigema has been advertising with a monkey. In the meantime, the mascot has become a cult. But how did this come about in the first place?
Burladingen - "Hello Fans": From 1990 onwards, the greeting of the Trigema monkey shortly before the Tagesschau was part of the typical television evening for many ARD viewers. Outfitted with a shirt, tie and glasses, the iconic mascot addressed his audience. In the 90s, the recognition value of the advertising character was also strengthened by the then popular TV series "Our Charly". Since 1996, Trigema boss Wolfgang Grupp has personally appeared at the side of the chimpanzee. Over time, the mascot has always modernized itself visually. Even today, the monkey is often associated with the Burladingen textile company. Initially, however, the advertising did not go down well with everyone.
It all started about 33 years ago with a real chimpanzee. Chewing nuts gave the impression that he was talking. Underpinned by a distinctive voice, the spot made a strong impression on many viewers. According to company boss Wolfgang Grupp, he took over the concept from a producer friend. He had originally produced the monkey spot for a large corporation, which apparently had no use for it. Trigema bought the film and only had to add its own soundtrack. Animal welfare organizations such as Pro Wildlifeand PETA found the idea less funny and repeatedly called for the "degrading advertising" to be stopped.
Trigema monkey over time: real chimpanzee is replaced by computer animation
Because of the animal welfare protests, Trigema temporarily dispensed with its distinctive mascot – to the displeasure of managing director Wolfgang Grupp. "I'm still annoyed today that I let myself be persuaded in 2014 and 2015 to shoot a commercial for 100,000 euros without monkeys, which supposedly fits better with the spirit of the times," said the textile entrepreneur in an interview with the Augsburger Allgemeine in 2018. "Everywhere I went, I was introduced as the gentleman with the monkey. And they all asked me, 'Where is your monkey?'"
With the monkey advertisement and his personal appearance in the commercial, Wolfgang Grupp became known nationwide. (Archive photo) © Patrick Seeger/dpa/Archive 2009
Since the criticism of the animal rights activists did not want to stop, Trigema drew consequences. Since 2016, the monkey in the commercials has been animated from the computer. "Now the animal rights activists can't annoy me anymore, I'm happy about that," Grupp said. In March 2018, the company launched an animated 3D version of the cult mascot. As the company explained, the cult figure has been revised again and again, but has always remained true to it. In the meantime, the chimpanzee is used in various marketing campaigns – for example, on the lettering of company-owned vehicles, on mugs, bags, T-shirts and more.
The Trigema monkey also adorns Wolfgang Grupp's private helicopter
On the occasion of Wolfgang Grupp's 70th birthday (2nd from left), the Trigema monkey was not to be missed. (Archive photo). © Patrick Seeger/dpa (archive photo)
In addition to marketing articles, the portrait of the Trigema monkey also adorns Wolfgang Grupp's private helicopter. He has owned it for almost 30 years. No matter where it lands: The helicopter is a real eye-catcher due to its eye-catching decoration. "It is not uncommon for me to have to take a selfie in front of the helicopter when we land," Wolfgang Grupp recently told SWR. In addition to the chimpanzee, the Trigema managing director himself also acts as a well-known advertising face of his company. He has often demonstrated a good sense of self-marketing and, for example, served customers at Trigema personally at the checkout.
