Pfister and Vasataschröder launch «I de Schwiiz dihei» umbrella brand campaign»
With its new umbrella brand campaign, «I de Schwiiz dihei,» Pfister is emphasizing its Swiss identity. In collaboration with the Hamburg-based agency Vasataschröder, the furniture retailer developed a brand platform that allows consumers to experience “Swissness” on an emotional level and elevates the brand to a cultural level.
Following the strategic repositioning and the introduction of the modernized corporate identity, Pfister is taking the next big step: with the new umbrella brand campaign «I de Schwiiz dihei», the company is realigning its communication and consistently focusing on its Swiss identity.
Together with the Hamburg agency Vasataschröder, Pfister developed the strategic basis of the new brand platform as well as its creative and conceptual design. An interdisciplinary task force from the client and agency was formed for the development under the leadership of Oliver Schattmaier, Chief Commercial Officer at Pfister. On the agency side, Carolin Flachsmann as Client Service Director and Creative Director Dennis Werner were responsible for sharpening the content and creative implementation.
Swissness as a differentiating factor
With the new appearance, Pfister is moving away from purely functional category communication and elevating the brand to a cultural level. It is no longer just about furniture, but about lifestyle - about the balance between consistency and change that characterizes the Swiss identity.
Oliver Schattmaier, new CCO at Pfister and driving force on the company side, says: «»I de Schwiiz dihei' is far more than just a claim - it is our identity. Pfister stands for the combination of tradition and future, of reliability and change. We preserve what makes us strong and actively shape what is to come. This campaign is not a short-term impulse, but a clear statement: Pfister belongs to Switzerland. And Switzerland belongs to Pfister. It is precisely this feeling that we are making visible."
The visual implementation works with strong national symbols, iconic colors and a visual world that tells the story of Switzerland culturally rather than touristically. Regional references such as the Rote Platz in St. Gallen are deliberately incorporated into the staging. Landmarks and pieces of furniture become striking design elements and create an independent, modern campaign look.
Dennis Werner, Creative Director at Vasataschröder, explains: «Our aim was not to show Swissness illustratively, but to make it emotionally tangible. We didn't want folklore, but cultural relevance. The campaign thrives on reduction, precision and a clear visual stance. Power comes from clarity, not volume.»
The campaign also focuses on identification in terms of language. The wording deliberately uses regional dialect and creates additional proximity and authenticity.
Holistic brand management across all touchpoints
The campaign will be played out nationally and with a wide reach. In addition to TV, the media mix includes large-scale out-of-home productions such as megaposters in Basel and Suhr, special formats at airports and train stations as well as comprehensive POS measures.
Digital communication is extended via social media, YouTube, display and content formats. Regional activations, such as the new opening in St. Gallen, will consistently contribute to the central idea. The first campaign flight runs from April 21 to May 11, the second from May 26 to June 15, 2026.
Carolin Flachsmann, Client Service Director at Vasataschröder, says: «This project was exceptional in its strategic depth and operational dimension. Our aim was to create a consistent brand experience from the brand platform to the last POS space. The close and trusting collaboration with Pfister was the key to this.»
The TV commercials: The moment of arrival
At the heart of the campaign are two new TV commercials that present the core of the brand communication in an emotional way. The films were produced by Markenfilm. They were directed by Marko Roth.
From April 21, the whole of Switzerland will encounter this new presentation. Pfister is thus clearly positioning itself as the brand that not only reflects the Swiss attitude to life, but also lives it and actively shapes it.
Responsible at Möbel Pfister: Oliver Schattmaier (Chief Commercial Officer), Corinne Leuthard (Head of Brand Communication). Responsible at Vasataschröder: Dennis Werner (Creative Director), Dennis Hofmeister (Senior Art Director), Carolin Flachsmann (Client Service Director), Svenja Heyken (Senior Account Management), Vivien Findeisen (Account Management). Production: Markenfilm Switzerland, Marko Roth (Director), Uli Scheper (Producer).
