True Fruits and PAM: The World's Smallest Dry Bag
The PAM Advertising agency has created a Swiss limited edition for true fruits in collaboration with the Bern-based label äuä—the world’s smallest dry bag. It comes with a herpes warning that has already sparked debate in Germany and Austria.
True Fruits Limited Edition: Small, provocative, and quintessentially Swiss
The PAM Advertising agency has developed a new true fruits Limited Edition for true fruits: In collaboration with the Bern-based dry bag label äuä, they’ve created a one-of-a-kind product that bills itself as the world’s smallest dry bag. During heat waves, this mini pouch can be used to keep small items like lighters, tampons, or tissues dry—perfect for a summer swim.
The äuä Limited Edition is available in blue and pink. The Bernese German term «äuä» means «really?», «probably,» or «No, hardly» depending on the context and intonation—a name that epitomizes the kind of communication true fruits is known for.
Herpes Warning Sparks Controversy
Another true fruits Limited Edition comes with a sticker that you can write your own name on. The warning label that reads «P.S.: I have herpes» is intended to prevent the bottle from being emptied without permission in a shared apartment or at work. According to the press release, the edition has already sparked reactions—ranging from positive to negative—in Germany and Austria and has been widely discussed.
Over 50 bottle designs since 2022
In addition to these limited editions, several other bottle labels have been released in recent months, including «Milliardär,» «Mundgeruch,» and «Schafseckel.» More bottle labels and designs are set to follow in the coming months.
PAM Advertising has been responsible for the true fruits account for Swiss creations since 2022. Since then, the agency has produced more than 50 bottle slogans and bottle designs created for the Swiss market, some of which were also available in Germany.
For more information about true fruits and the current limited editions, visit: https://true-fruits.com
Contact at true fruits: Nicolas Lecloux (CMO), Fee Surges (Director of International Marketing), Henrika Märtins (Head of Social Media for Germany, Austria, and Switzerland); responsible at PAM Advertising: Parvez Sheik Fareed, Miro Pfister (overall responsibility and creative direction)
