Relaunch of Spinas Civil Voices' Schoggitaler: 80 Years of Tradition, Reimagined
To mark its 80th anniversary, Pro Natura and Swiss Heritage are reinventing the Schoggitaler—with a campaign, an online store, and a fresh brand identity developed by Spinas Civil Voices.
Every fall since 1946, Swiss schoolchildren have been selling the golden Schoggitaler—a living tradition that raises funds for nature conservation and heritage preservation. But sales by schoolchildren have been declining, so it was time for a fresh start: Pro Natura and Swiss Heritage have launched the Schoggitaler relaunch, drawing extensively on the expertise of the Zurich-based agency Spinas Civil Voices.
Schoggitaler Relaunch: From Strategy to Online Store
The agency Spinas Civil Voices played a key role in the relaunch across the board: from strategy consulting to the coin design and packaging design, all the way to the brand slogan, brand story, campaign, and the redesign of the online store. The goal: to boost year-round online sales and position the Schoggitaler as a brand with a strong sense of purpose. In terms of content, the core concept remains unchanged—for every Schoggitaler sold online, a portion of the proceeds goes to Swiss nature and heritage conservation.
Newly minted and packaged
Instead of the themed coins that used to change annually, there is now an anniversary coin bearing the inscription «since 1946.» The new packaging design in dark green and gold gives the product a premium look—while also supporting the first price adjustment in 28 years: The Schoggitaler now costs eight francs instead of five.
A Brand with a History
The new brand slogan, «For the Love of Switzerland,» captures what the Schoggitaler stands for: the protection of Switzerland’s precious natural and architectural heritage. The online and social media campaign showcases the anniversary coin with catchy headlines, such as: «Switzerland is famous for its chocolate. This chocolate is famous for its Switzerland.»
Online sales are underway—with initial success
The redesigned online store at www.schoggitaler.ch offers an expanded range of package sizes: «Goldstück» and «Trio» for personal enjoyment, «Goldvorrat» (20 Taler) and «Schatzkiste» (30 Taler) as gift boxes. Online sales began on April 26, 2026, the official anniversary date, and have already reached five-figure sales figures in the first two weeks—a result that will benefit nature conservation and heritage preservation in Switzerland in their entirety.
Responsible for the Schoggitaler: Loredana Ventre (Director of the Schoggitaler Office); Schoggitaler Commission: David Vuillaume (Executive Director of Swiss Heritage), Simone Wildhaber (Member of the Executive Board of Swiss Heritage), Adrian Wismann (Fundraising Team Leader at Pro Natura)
Responsible at Spina's Civil Voices: Lorenz Spinas, Corinne Bucher (Strategy and Consulting), Steph Huwiler (Creative Direction), Beat Egger (Concept, Copy), Soraya Janser (Art Direction); Update: Urs Brauchli (Webshop Development)
