Brand Day 2026: Why Strong Brands Bring People Together

At the Brand Day event organized by the branded goods association Promarca, the Swiss brand community gathered at Zweifel Chips & Snacks AG in Spreitenbach. A factory tour, expert presentations, an awards ceremony, and a surprising brand collaboration highlighted why authentic experiences, consistent brand management, and bold collaborations are becoming increasingly important, especially in the digital age.

Promarca: A Heavyweight with a Community Feel

When Promarca, the Swiss Association of Branded Goods, calls, the industry responds. This year, President Monique Bourquin announced a new record of 260 entries for Zweifel. The event was held under the annual theme «Brand Experience: Truly Analog and Intensely Digital.».

But Promarca is much more than just a platform for an annual get-together. Bourquin emphasized the association’s economic significance: Its 104 members and over 2,000 brands represent annual Swiss revenue of 14.5 billion francs, provide 30,000 jobs, and most recently invested 1.6 billion francs in sustainability projects.

Selfie Station in Spreitenbach

The m&k editorial team had the opportunity to experience firsthand what this experience means for both the mind and the heart during a factory tour. The production facilities in Spreitenbach vividly demonstrate what Swiss brand manufacturing means today: Here, people work with intense focus and remarkable precision to bring millions of chips of consistent quality to market every day.

The foundation for success is tangible. Potatoes—more than 90 percent of which are sourced from Switzerland—are quickly transformed into the products that have made Zweifel one of the country’s strongest brands for decades.

Roger Harlacher, Chairman of the Board of Directors at Zweifel Chips & Snacks AG, confidently states the company’s mission: «We do everything we can to make the best chips in the world.»

A particular highlight—one that fits perfectly with the current discourse on marketing, advertising, and creator culture—was the quality control process. At a sort of «selfie station,» every single chip is photographed and inspected for shape, color, and quality. During the tour, it became clear that Zweifel leaves nothing to chance—not even during this photo shoot.

Between the Digital Deluge and Analog Experiences

Two keynote speeches provided in-depth analysis, each approaching the same question from a different perspective: How do brands remain relevant in an era of constant digital information overload?

In his presentation titled «High Touch,» Dr. Thomas Deigendesch warned of the consequences of an increasingly digitized world. His central thesis: «The more digital and efficient everything becomes, the more valuable things that cannot be digitized become: time, quality, authenticity, emotions, and encounters.»

Artificial intelligence can create worlds, generate images, and simulate stories. However, the feeling of a historic place, a personal encounter, or a real-life experience cannot be replicated. Anyone who wants to build trust must remain authentic and deliver on their brand promises in the real world as well.

Perhaps the most compelling real-world example of this theory came, of all places, from a company that conducts nearly all of its business digitally. Martin Walthert, CMO of Digitec Galaxus, expressed a preference for surprisingly analog tools despite the company’s digital DNA. Printed brochures, TV commercials, and posters continue to play a role for the online retailer. At the same time, he called for more boldness in brand management.

The fundamental mechanisms behind successful brands have hardly changed at all. «Evoking emotion works, building associations… that’s actually very consistent,» said Walthert. When asked whether his recipe for success was more bold or measurable, Walthert replied without hesitation: «Bold.»

The Highest Honor in the Swiss Brand World

The «Promarca Brand of the Year» award was also presented that afternoon—an honor that Barbara Castegnaro described as a true «seal of approval.» The award focuses on the question of which brands are currently demonstrating the most momentum.  The honor is based on a broad-based consumer study by Havas involving over 6,600 respondents. Adrian von Velsen, Chief Strategy Officer at Havas Switzerland, explained the methodology behind the Havas Brand Predictor. The focus is not solely on brand awareness, but on brand development.

«Has the brand gained in importance?» Today, a successful brand must meet functional, personal, and social needs in equal measure. This year’s ranking also yielded some interesting insights.

3rd Place: Oatly

Shortly after joining Promarca, the oat milk pioneer made it onto the podium. Sarah Dekthikyan explained the brand’s momentum this way: «We’re a voice for sustainability, and we also bring a touch of humor to our marketing.»

2nd Place: El Tony Mate

Intelligentfood’s Swiss mate brand celebrated a remarkable comeback. CEO Karl Schnyder attributed the success to the brand’s consistency: «We’ve stayed true to ourselves and remained authentic; we consistently embody the same passion, and we have a fantastic fan base.»

1st Place: Doubt

The crown went to the host for the second year in a row and the third time overall. Following victories in 2018 and 2025, Zweifel secured a historic hat trick with its third title. Serge Doutaz, CMO of Zweifel, attributes this success to the brand’s long-term management: «The consistency with which the brand is managed—with a steady strategy, broad relevance, and a steady stream of exciting innovations—is certainly the right approach.»

When Brand Magic Is Born in a Tube

The fact that this very spirit of innovation is constantly alive at Zweifel and that platforms like Promarca foster exchange was demonstrated by a story that was literally on everyone’s lips that day: the Zweifel-Thomy Tube. Conversations between the two companies led to a collaboration between two iconic Swiss brands. The result: a Thomy mayonnaise with the legendary Zweifel paprika seasoning. This collaboration exemplifies how modern brand management works. Not isolation, but openness. Not a competitive mindset, but collaboration. Or as they often say in the language of innovation: 1 + 1 equals 3.

Cedric Boehm of Nestlé Switzerland described the common ground as follows: «Both companies, both brands are committed to the very highest quality, and that’s where we found common ground. Two great brands, offering only the best for our consumers.» And when asked about the driving forces behind the project, Christoph Zweifel added with a wink: «The collaboration only works if both sides step on the gas at the same time.»

Chips, Chances, and Champions

Brand Day 2026 was far more than just an industry gathering. Between the production hall, the conference room, and the awards stage, it became clear what sets strong brands apart: consistency, relevance, and the ability to bring people together. Sometimes that happens with a major campaign. Sometimes with a perfectly seasoned chip. And sometimes with a tube in which paprika and mayonnaise prove together that one plus one really can equal three.