Zweifel Chips Campaign Turns the World Cup Into a Matter of Taste
To coincide with the Ice Hockey World Championship, Zweifel is launching a national campaign centered on its Original Chips—and turning the choice between paprika and plain into a matter of team allegiances.
Zweifel Chips Campaign: Orange vs. Red
When it comes to chips, Switzerland is anything but neutral—and that’s exactly what the new Zweifel Chips campaign is capitalizing on. Just in time for the start of the Ice Hockey World Championship, Zweifel is calling on all of Switzerland to show their colors: Team Paprika or Team Nature. The Swiss snack manufacturer’s two original varieties have long been more than just snacks—according to the campaign, they’re a matter of loyalty.
The iconic packaging colors—orange and red—become team colors; flavor preferences turn into fan loyalties; and reaching for a snack off the shelf becomes a statement. The snack rivalry is deliberately exaggerated—with a bit of playful banter and Zweifel’s trademark self-deprecating humor, according to the press release. Because even when all of Switzerland is cheering for the national team together, they’re still far from munching on snacks for the same team.
TV commercials showcase everyday hockey moments
Three TV and online spots form the centerpiece of the campaign. They show hockey fans in situations that many Swiss people are likely to recognize: on the couch before the game, going through security at the stadium, or in the middle of the stands. The question of which chips are better even puts friendships and families to the test—but there’s one thing everyone agrees on: No hockey night is complete without Zweifel Chips.
Developed in-house, implemented together
For the campaign, Zweifel put together its own creative team under the name «Zweifel Creatives.» From the initial idea through to implementation, Zweifel’s marketing and creative leaders worked alongside partners such as Insighters and Marty–Trezzini. «We didn’t just consciously break new ground with the campaign—we did so in its development as well. The basic idea originated in-house at Zweifel. Together with strong partners, it was strategically refined, developed into a standalone platform, and brought to life on film,» says Jürg Brauchli, Head of Brand Communication at Zweifel.
The Hockey Flight marks the kickoff of a larger campaign centered on Team Paprika and Team Nature, which is set to feature additional sports moments and everyday snacking situations throughout the year.
For more information about Zweifel's Original Chips, visit www.zweifel.swiss.
Responsible in case of doubt: Anja Mosimann, Jürg Brauchli (Head of Brand Communication), Silvana Güttinger, Philip Honegger, Serge Doutaz
Head of Strategy & Insight at Zweifel Creatives: Serge Doutaz, Philip Honegger, Jürg Brauchli
Person in charge at Zweifel Creatives – Creative: Jürg Brauchli, Anja Mosimann & Partners: Andy Lusti, Susen Gehle, Maurus Zehnder, Yves Marty, Gianluca Trezzini, Joris Dommels, Filip Zumbrunn, Dominik Gspan, DubDub, Daniel Jans
