Brand Day 2026: On the Merger of Two "Love Brands"

Two CEOs, two fans

The Zweifel tent provided the perfect setting for a spontaneous joint interview with Christoph Zweifel and Cedric Boehm on Brand Day. Shortly after Zweifel was honored for the second year in a row as «Promarca Brand of the Year» in the event tent and Boehm was newly elected to the Promarca Executive Board, the two CEOs met to discuss a collaboration that could hardly have been a better fit for the occasion.

The conversation was prompted by the new Thomy Zweifel Paprika Mayonnaise. It brings together two brands that have been part of everyday life in Switzerland for decades and are well known far beyond their respective product categories. But anyone expecting a typical discussion about product development or marketing was in for a surprise. It quickly became clear that this was a conversation between two managers who not only value their own brands but also have great respect for the achievements of the other company.

«I love the Zweifel brand—I’ve always loved it,» said Cedric Boehm in an interview with m&k. He added that the brand’s innovative spirit, quality, and the consistency with which it is managed have impressed him for years. Christoph Zweifel immediately returned the compliment, describing Thomy as «an absolutely iconic brand in Switzerland.» Rarely does a brand partnership seem more credible than when it’s based on genuine mutual admiration.

Love at First Bite

The new Thomy Zweifel Paprika Mayonnaise is much more than just a product launch for barbecue season. It brings together what has long belonged together in many Swiss households. On the one hand, there’s Thomy, whose tube has been a staple on dining tables, barbecue buffets, and picnic blankets for generations. On the other hand, Zweifel Paprika Chips, whose unmistakable flavor has been one of the country’s most successful products for decades.

Both brands share more than just their popularity. They stand for consistency, innovation, and the ability to remain relevant across generations. It therefore seems almost natural that this has led to a joint innovation. At the same time, the collaboration thrives on an element that has often become more difficult to achieve in modern marketing: it surprises.

The new tube combines two familiar flavor profiles, thereby generating exactly the kind of attention that strong brands need—without having to make a loud or artificial splash. The fact that the launch is taking place in the very year of Thomy Mayonnaise’s 75th anniversary lends the collaboration additional symbolic significance.

«I love the Zweifel brand—I’ve always loved it,» said Cedric Boehm in an interview with m&k. He added that the brand’s innovative spirit, quality, and the consistency with which it is managed have impressed him for years. Christoph Zweifel immediately returned the compliment, describing Thomy as «an absolutely iconic brand in Switzerland.» Rarely does a brand partnership seem more credible than when it’s based on genuine mutual admiration.

If there were any doubts, this partnership fits seamlessly into a strategy that has long been part of the company’s own brand management. The collaboration with Aromat alone attracted attention throughout Switzerland and demonstrated the potential inherent in combining strong brand identities. The 500,000 packages produced at the time sold out within a short time and became a talking point far beyond the snack category.

The new Thomy mayonnaise follows this same logic. It sparks conversation, piques curiosity, and breathes new life into two established brands. Christoph Zweifel responded in a similarly lighthearted manner to m&k’s question about who had actually pushed harder on this project: «The collaboration only works when both sides step on the gas equally.»

Cedric Boehm added that both companies share the same quality standards and that this is precisely the foundation of their partnership. It became clear on several occasions that mutual respect also plays a key role in this relationship. While Christoph Zweifel highlighted Nestlé’s impressive brand diversity, Boehm was impressed by the passion for the brands that is palpable at every turn in Spreitenbach.

Collaborations like this also bring something back to the world of branding that sometimes gets lost amid efficiency metrics, price promotions, and performance dashboards: emotion, surprise, and a certain sexiness. At first glance, Thomy Zweifel Paprika Mayonnaise might seem like just another new tube. In fact, it tells a story of courage, mutual appreciation, and the joy of combining familiar elements in new ways.

A Symbolic Partnership

The story behind this tube fits remarkably well with the brand’s own anniversary. After all, Promarca stands not only for the political advocacy of the branded goods industry, but also for the belief that strong brands can achieve more together than they can alone.

This concept is becoming increasingly important, especially at a time when pressure on manufacturers is growing, private labels are gaining market share, and international retail alliances are further strengthening retailers’ bargaining power. These challenges affect companies of all sizes and across a wide range of industries. This makes platforms that facilitate dialogue and highlight shared interests all the more important.

It is therefore no surprise that both Christoph Zweifel and Cedric Boehm are deeply committed to Promarca. Both see strong brands not only as models of economic success, but also as an integral part of Swiss identity and innovative strength. Platforms like Brand Day therefore do far more than just raise visibility. They foster dialogue, strengthen networks, and serve as a reminder that brands are ultimately created by people who share similar challenges.

That is precisely where Promarca’s particular strength lies. The association brings together companies that, while often competing on store shelves, share the same interests when it comes to fundamental issues. When brand manufacturers exchange ideas on innovation, quality, sustainability, and the future of Switzerland as a business location, they create the kind of collective added value that no single brand can achieve on its own.

When Brands Team Up to Step on the Gas

In the end, therefore, there is more to it than just the story of a new mayonnaise. Thomy Zweifel Paprika Mayonnaise exemplifies a form of brand management that does not rely on isolation, but rather on openness, partnership, and mutual inspiration. The fact that this collaboration came about between none other than the newly crowned «Promarca Brand of the Year» and Nestlé Switzerland lends it even greater appeal.

The palpable rapport between the two CEOs was evident throughout the entire conversation. This wasn’t simply a meeting between two companies for a product launch. It was an encounter between two brand worlds that respect each other, learn from one another, and wanted to create something together that is greater than the sum of its parts.

In the true spirit of Brand Day, this serves as an example of how modern brand management can work: through collaboration, shared values, and the courage to share one’s own appeal with other strong brands.

Or, to put it in terms of an image from the collaboration: When Swiss brands team up and step on the gas, the result is sometimes much more than just a new product.

Video: The full joint interview with Christoph Zweifel and Cedric Boehm is included in the article.