Trigema’s Iconic Chimpanzee Charly Returns as AI Fashion Influencer
Burladingen, Germany — Trigema makes clothes. Trigema lifts its past with a new twist. The company brings back its chimpanzee, Charly. Charly now works with AI to guide fashion. This change ties the old values close to new tech.
The New Leadership and Vision
After many years, Wolfgang Grupp Senior steps aside. His children, Wolfgang Junior and Bonita, along with his wife, Elisabeth, take charge in early 2024. They mix old ideas with new tech. Their plan keeps core beliefs near while adding fresh marketing goals.
Wolfgang Junior said, "We have always said: the chimpanzee stays. In our new campaign, we use AI to shape Charly as a fashion helper. This change gives us more room for quick, clear ideas." His words link the mascot to Trigema’s old story and give Charly a life of his own.
A Modern Spin on Tradition
In work with the creative group Thjnk, the first TV ad with Charly as AI fashion guide starts soon. The ad, made with Saltwater, shows Jan Hofer. Hofer, known from ARD and RTL, says Charly now leads in fashion. His role ties past success to a bold new look.
Stefan Schulte, Chief Creative Officer at Thjnk, said, "Trigema is a trusted name; Charly stands with that trust. The company sticks with firm ideas on making clothes in a clean way. We share this tale in a fresh, simple tone." His words connect the history of Trigema with the clear steps ahead.
Focus on Values and Sustainability
Bonita Grupp stressed that the brand holds fast to its core. "We worked hard to keep the chimpanzee and our ideas intact. After over 30 years with the same ad plan, we had to find a new route that feels right and looks ahead," she said. The work with Thjnk ties tradition close to new ways that meet today’s taste.
Jan Hofer’s Enthusiastic Participation
Jan Hofer shared his pleasure at joining this change. "Showing Charly as an AI fashion guide marks a key change. It proves that old ways and new tricks can fit side by side," he said.
Trigema now writes a new page in its tale. The new plan aims to please old friends and gain new fans. For more on this shift and more industry news, readers are invited to join the Trigema newsletter.
