100 years of Ramseier: A traditional brand interpreted in a modern way

On Thursday, around 200 invited guests accepted the invitation from the long-established Swiss brand and enjoyed a Swiss dinner. Meanwhile, Swiss author Gion Mathias Cavelty humorously read the «true» story of apple juice. Ramseier invited only about 100 of its most important customers to the event. The aim was not to host a large-scale event, but rather a high-quality gathering—a thank-you for their collaboration, said Jürg Emmenegger, Brand Manager at Ramseier, in an interview with Werbewoche.
Swiss singer Caroline Chevin kicked off the official part of the event with her concert.

Afterward, the winner of the «Ramseier Song Contest,» «Dä Strolch,» performed his winning song and was presented with the 10,000-franc prize by Ramseier CEO Jann Gehri.

Beatboxer Camero also created a new soundtrack for the apple-pressing process—that is, the journey from apple to juice. The evening concluded with a performance by Swiss dialect pioneer Polo Hofer.

Prominent figures from the worlds of business, music, culture, and entertainment didn’t want to miss this musical treat, and so SBB Railway CEO René Kamer, musician friends such as Vera Kaa, Dodo, and Lina Button, actor Leonardo Nigro, director Paul Riniker, SSF program director Claudia Lässer, weather presenter Jeannette Eggenschwiler, Vice Mister Switzerland Stefan Tobler, and host Fabienne Heyne all listened to Polo and his band.
«Swiss Hits Reloaded»
The event marked the launch of the CD «Schweizer Hits reloaded,» which features tracks by musical greats such as Polo Hofer, Greis feat. Caroline Chevin, Michael von der Heide, Florian Ast, and Gimma. These are new interpretations of well-known folk songs such as «Luegit vo Bärg und Tal,» «Buurabuäbli,» and «Les Filles Du Limmatquai» by Stephan Eicher, which Greis and Caroline Chevin transformed into a club track. Polo Hofer also turned the yodeling song «E gschänkte Tag» into a soulful, catchy tune.
«With Ramseier’s product line, we try to combine tradition and modernity. We want to achieve the same thing with this CD,» said Jann Gehri, explaining the idea.
In the next issue of *Werbewoche*, read an interview with Jann Gehri, CEO of Ramseier, about the Swiss cross as a selling point and the goal of keeping a century-old brand young. The next issue will be published on November 18.

«Ramseier Song Contest»
The music contest was launched at the company’s request to create a new version of the classic song to serve as its brand song for its milestone anniversary. Numerous original interpretations of the Swiss hit were submitted via YouTube videos to Restorm.com. The independent music platform supported the entire project as a partner.
From among all the applicants, the jury president, music producer Philipp Schweidler, selected three bands for each of the three concert evenings in Zurich, Bern, and Lucerne. The audience at each concert evening and the jury each selected one of the three bands as the winner. From the three winners of the concert evenings, the jury, in collaboration with Ramseier, ultimately determined the overall winner. The winner then recorded the winning song from «Dä Strolch» under Schweidler’s direction. The result is a lively ragga version of the folk song «S Ramseiers gänd go grase,» which is also included on the CD. By the way: The proceeds from «Schweizer Hits reloaded» will benefit the Swiss Farmers’ Association’s Foundation for Self-Help and Social Assistance in Agriculture. This is the company’s way of thanking its partner, the Swiss farmers.