The fourth man was a woman
The Bern-based agency Republica shakes up Swiss myths and legends for Emmi.
It is one of the biggest mistakes in Swiss history. Not three, but four confederates took the oath to found Switzerland on the Rütli in 1291. "No cheese", at least that's what the Bern-based agency Republica thinks about these latest findings of historical research. And is building an entire campaign for its client Emmi on it.
The idea was launched with a teaser. It was at this stage that Republica first publicly stated that "back then" it was not just the famous three, but the four confederates. And Republica also knows that the first four Confederates were cheesemakers. One of them was a woman.
The idea, which is a little historically flawed but otherwise charming, has been infiltrated into various blog communities by the Republica crew around CD Re Wilk over the last six weeks. The storytelling has now been revealed as teasing for the upcoming promotional campaign for the four Emmi cheeses Luzerner, Winzer, Kaltbach and Swiss Alp.
In the lead-up to the blogs, the retired "historian" Robert Hemminger, ported by Republica, had the task of thoroughly shaking up the myth of the three confederates. Hemminger's blog, which was in fact written by the Biel writer and poet Michael Stauffer, provided clear evidence that the fourth confederate had to be a woman named Johanna Winz. Stauffer made reference to a blog also launched by Republica, in which a certain Sofia Weiss sought tutoring in Swiss myths.
Both blogs were also picked up and commented on by 20 Minuten Online. In a subsequent survey of over 800 participants, a good 20 percent thought that the theory of the four confederates was true. Wilk is convinced that the "fakes" of the Four Confederates paintings from the Republica kitchen, which were created especially for the teasing phase, "probably contributed a lot to this".
The secret is now out. They really do exist, the four confederates. And in the form of the four Emmi cheeses. The Luzerner, Winzer, Kaltbach and Swiss Alps products are appearing in a joint brand promotion for the first time in this campaign. The cheeses are embodied by people - Confederates to be precise - who correspond to the brand characters of each cheese.
The unconventional promotion aims to promote cross-selling. After all, anyone who has bitten into a Kaltbach Le Gruyère, for example, is often hard to convince to try another Emmi cheese such as the Winzer. This is now set to change.
Andreas Panzeri
The idea was launched with a teaser. It was at this stage that Republica first publicly stated that "back then" it was not just the famous three, but the four confederates. And Republica also knows that the first four Confederates were cheesemakers. One of them was a woman.
The idea, which is a little historically flawed but otherwise charming, has been infiltrated into various blog communities by the Republica crew around CD Re Wilk over the last six weeks. The storytelling has now been revealed as teasing for the upcoming promotional campaign for the four Emmi cheeses Luzerner, Winzer, Kaltbach and Swiss Alp.
In the lead-up to the blogs, the retired "historian" Robert Hemminger, ported by Republica, had the task of thoroughly shaking up the myth of the three confederates. Hemminger's blog, which was in fact written by the Biel writer and poet Michael Stauffer, provided clear evidence that the fourth confederate had to be a woman named Johanna Winz. Stauffer made reference to a blog also launched by Republica, in which a certain Sofia Weiss sought tutoring in Swiss myths.
Both blogs were also picked up and commented on by 20 Minuten Online. In a subsequent survey of over 800 participants, a good 20 percent thought that the theory of the four confederates was true. Wilk is convinced that the "fakes" of the Four Confederates paintings from the Republica kitchen, which were created especially for the teasing phase, "probably contributed a lot to this".
The secret is now out. They really do exist, the four confederates. And in the form of the four Emmi cheeses. The Luzerner, Winzer, Kaltbach and Swiss Alps products are appearing in a joint brand promotion for the first time in this campaign. The cheeses are embodied by people - Confederates to be precise - who correspond to the brand characters of each cheese.
The unconventional promotion aims to promote cross-selling. After all, anyone who has bitten into a Kaltbach Le Gruyère, for example, is often hard to convince to try another Emmi cheese such as the Winzer. This is now set to change.
Andreas Panzeri
