Mondo made fit for a new world

Anyone who thinks back to their childhood will certainly remember these books, which at the time were the first media to introduce us to the world of space travel, the exoticism of China, or even Swiss peasant painting. "How to convey the wide world to an audience from 6 to 66 years old?" was the program of Mondo Publishing House. Highly qualified authors and photographers created up to six books a year. In 1977, for example, these books together reached a circulation of around half a million - with only two million households in Switzerland at the time. The books were not available for purchase. They could only be purchased with Mondo points. "Such points were collected by grandmothers and given to their daughters, who then had them counted by their children," recalls Pierre du Pasquier, publisher at what is now Mondo Verlag in Vevey. In 40 years of its history, more than 50 albums of scrapbooks were first circulated there between 1920 and 1959. This was later followed by the "Fip-Fop-Club" for young people with 120,000 members, a magazine and numerous cultural events, when they were not even called that. The book publishing house in today's style was founded in 1967. It now publishes up to 60 books a year. Nevertheless, the idea of this educational entertainment has "fallen asleep a bit" in the times of TV and Internet, says Mar-gherita Masiello, editor-in-chief of a new magazine with which Mondo now wants to launch a comeback into today's world. New and attractive rewards are on the table for point collectors. The idea, which was adapted from the USA in 1920 by Nestlé's Peter Cailler Kohler, is to become even more open to brands outside Nestlé in the future. Already participating are companies such as Wyss Samen Pflanzen, Avia and Switcher.
The relaunch is communicated with a campaign by Sulzer Sutter. This started throughout Switzerland with a teaser avalanche of colored dots. In the reconnaissance, the posters, ads, and banners now present attractive rewards that can be won with Mondo points.
Andreas Panzeri

The new Mondo magazine is published five times a year, with an initial print run of 500,000 copies and 40 pages full of ideas about family life. the magazine also includes space for the catalog of premiums as well as editorial contributions and advertising from the participating brands with collection points.