For Tristan Mathys, it is the biggest marketing experiment since the Simmentaler Braumanufaktur was founded ten years ago: "After seven years and many new products as well as the major projects 'Simmentaler Brewhouse' and the new building in Simmental, it's time to bring some order back into the branding," says the co-founder.

With 35 agencies, "slightly more than expected" responded to the call and pitched for the rebranding. "The biggest challenge for the agency? The scope for development is limited. Many elements such as the cow or our main color mint are untouchable. With Studio Thom Pfister, we opted for the most creative agency for this project, which at first glance seems uncreative," Mathys continues.

Responsible at Simmentaler Bier: Tristan Mathys (Bierathloner & founder), Mira Ewert (Marketing). Responsible at Studio Thom Pfister: Thom Pfister (Creative Director), Roland Zenger (Art Director), Daniel Hackiewicz (Web Development, Senior Designer), Sharon Moor (Graphic Designer, Animation), Ursula Rytz (Consultant), Selina Lehnherr (Junior Brand Consultant).

The central element of the current campaign is the new packaging for Falkenbier. This shows the reactivated "retro falcon" logo in different colors, which is used consistently across the entire beer range.

The campaign follows a simple but scalable principle: the visuals each feature a headline in addition to the can. Stuiq thus relies on a reduced but narrative concept that, according to the agency, is intended to emphasize the diversity of the products. "We are very pleased to go out with this fresh look and the diverse subjects and to surprise even Falken connoisseurs. Of course, we will remain true to our traditions and, above all, good taste," says Andrea Imthurn, Marketing Director at Falken. According to information, there will be more subjects in the future.

"Beer advertising is something very special for us. Everyone probably has many different associations, memories and experiences with the cult drink," explains Daniel Baumgartner, Stuiq's account manager for Falkenbier. "Every beer has its own special character and we want to convey this."

The campaign will be rolled out widely to the public, particularly in the core market of Schaffhausen, but will also reach an extended target audience in the neighboring cantons via digital channels.

Responsible at Falken Brewery: Andrea Imthurn (Director Marketing & HR), Nicola Wehrli (Marketing Specialist). Agency: Stuiq.

Only just under 10 apprentices start their training as brewing and beverage technologists specializing in beer each year. An important reason for this is that many young people and their parents simply do not know before the apprenticeship that the training opens the door to an interesting and future-oriented profession.

With the "Become a legend" campaign, the SBV now wants to draw attention to the exclusivity of the apprenticeship. Only a few young people have the opportunity each year to start an apprenticeship as a brewer and thus become a legend. There are currently 38 officially approved training companies. "It is clearly the aim of the Swiss Brewers Association to make the profession of brewer better known and thus ensure the professional transfer of knowledge of the millennia-old tradition of brewing beer," says Marcel Kreber, SBV Director, outlining the motivation behind the campaign.

The newly created website Become-a-legend.ch provides all the information about apprenticeships in an entertaining and appealing way. The campaign has been running since the end of 2024 on various social media channels such as TikTok and is intended to direct young people and their parents to the website and thus generate more attention for the apprenticeship.

The campaign was made possible by the Swiss Brewery Association's training fund. The fund is supported every year by the "Apprentice Beer" project from Feldschlösschen and Coop. Last year, the apprentices at the Feldschlösschen brewery developed and brewed their own beer for the sixth time. The proceeds from the sale amounted to 64,000 francs. The two partners Feldschlösschen and Coop donated these proceeds to the SBV training fund. In the past, this money was used to build a brewing workshop, among other things. In addition to the development of the advertising campaign, the money from the training fund will be used for other projects that support all brewing apprentices in Switzerland.

According to co-founder Tristan Mathys, the redesign is the biggest marketing experiment for Simmentaler Bier since it was founded ten years ago: "After seven years and many new products, as well as the upcoming major projects 'Simmentaler Brewhouse' and the new building in Simmental, it's time to bring some order back into the branding."

With a total of 35 submissions, slightly more agencies responded to Simmental Bier's call than expected, Mathys continued. Studio Thom Pfister was chosen because they were the "most creative agency". The first implementations should be on display towards the end of the first quarter of 2025.

The collaboration will focus on increasing brand awareness in German-speaking Switzerland and consolidating the brand's presence in the French-speaking part of the country. The mandate includes the complete strategic and creative development as well as the execution of cross-media campaigns within the framework of the legal requirements for alcohol advertising.

As part of the new mandate, the agency is aiming to diversify its B2C portfolio and expand its expertise in the food & beverage sector.

"Super Bock is an absolute love brand in Portugal, which also promises great potential to inspire consumers in this country. We want to realize this potential with this collaboration," says Frédéric Praplan, Managing Partner at Salz & Water.

With Feldschlösschen Pils, the brewery is offering a new spicy-tart beer made from Pilsner and Munich malts and a blend of hop varieties. Feldschlösschen Pils is available now in the 50-cl can as a 6-pack in selected Coop supermarkets and in the online store JustDrink.ch. From October, the Pils will also be on the beer shelves of Coop Pronto.

Due to the state treaty on the designation "Pils", which had been in force for almost 100 years, a separate category of beer had been created in Switzerland: The Spezialbier or Spezli. While originally including beers brewed in the Pilsner style, the category evolved over the years and adapted to the tastes of Swiss consumers.

For 180 years, Winterthur and Zurich have been working with Haldengut beer. The new digital coat of paint developed by Monami in the form of the new slogan "Heb di guet - Haldengut" and the revised brand emblem brings the history of the brand into the 21st century with a contemporary campaign and a dash of local color.

Local personalities as figureheads

This summer, Haldengut presents selected personalities who shape Winterthur and Zurich with their creativity, humor and modesty. The Zurich party decorator Boris (Discosmetic), artist Moira Musio and DJ Lou Combo will kick things off.

Haldengut and the three Haldengut superheroes have a lot in common - they all make their cultural contribution to the revitalization of the region "Winti" and "Züri". Haldengut refreshes the throats and does good to the mind, Moira provides aesthetic moments of pleasure with her art, Boris creates feel-good oases in the city with his creative party decorations, Lou Combo provides good vibes and vacation feeling.

In short portrait videos and content pieces, the three take the community on a journey into their workplaces. In the pubs, the campaign scores with interactive beer mats, posters and beer passes.

As of now, Bold's latest campaign for Chopfab Boxer can be seen across Switzerland on billboards, online and on social media.

The merger of Doppelleu Brauwerkstatt with Bière du Boxer of Western Switzerland in 2017 resulted in today's Chopfab Boxer AG with production sites in Winterthur and Yverdon-les-Bains.

Recently, the company decided on the new and meaningful name Chopfab Boxer and celebrated this renaming with a new brand identity and a refresh of the product range.

To a new era

For the launch, Bold created a bold and characterful typo campaign designed to continue the simple and direct language of the brand design.

Responsible at Chopfab Boxer: Philip Bucher (Managing Director), Lara Eberle (Head Campaign Management and Digital Marketing), Carmen Umberg (Graphics and Offline Marketing). Responsible agency: Bold (idea, implementation). Responsible at Eqal Visual Productions (Film & Photo Production): Lea Rindlisbacher (Principal / Managing Director), Beat Hösli (Editor), Valdita Shabanaj (Junior Producer). Image processing: Lorenz Wahl.

In its new campaign, Eichhof Brewery is letting the people of Central Switzerland have their say and writing on the posters what moves its consumers - including even a wedding proposal. Starting this week, the 80 unusual posters and more than 100 online banners can be seen throughout Central Switzerland.

Dominik asks Svenja to marry him - but not somehow. In Lucerne, his marriage proposal is emblazoned in black and yellow on a billboard on Bruchstrasse in the city. Eichhof is making this possible - and is also giving Svenja and Dominik free beer for their big celebration. With its new campaign, the Lucerne brewery celebrates its consumers and listens carefully to their wishes and comments.

Poster campaign with local heroes

Whether on the way to the summit of the Stanserhorn or on the shores of Lake Lucerne, the local brewery expresses the diversity of Central Switzerland and adapts each poster to its location. More than 100 people from Central Switzerland have contributed their sayings to the yellow-and-black posters, which will be on display from April 17 to 30, 2023, at a wide variety of locations in the six cantons of Central Switzerland.

This is how diverse Central Switzerland is

Six different cantons, more than 800,000 inhabitants and countless dialects. Eichhof knows how individual Central Switzerland is. Sandro from Kriens, for example, jokes about the well-known debt problems of his homeland with his slogan "Even Kriens can still afford it. Katia from Ebikon surprises with the headline "Mall empty, glass full" and wants to attract visitors to the shopping center. Meanwhile, Eichhof brewer Céline expresses her love for songs by Sido and good beer with the claim "Mein Bezirk, mein Viertel, mein Bier". Yannick from Lucerne suggests to the parish that Eichhof should be used to "create more atmosphere in the parish". Mitch, who runs up the Stanserhorn several times in the summer, awards Eichhof the title of "Official Stanserhorn Way Beer.

Against the waste of resources

"We stop wasting valuable resources and use them to develop high-quality, sustainable food products," says brewery owner Karl Locher. The brewery is currently building Europe's largest spent grains upcycling plant for protein recovery, a statement said. "Trellini" contains 56 percent fresh spent grains and is available now in "Salt & Vinegar" and "Tomato & Basil" flavors.

The core of the campaign is a global video series that portrays six people, such as the French Polynesian "Coral Gardener" Maroitai Tehio or the Argentinean-Mexican "Shark Advocate" Martina Alvarez. To get people outdoors and to communicate the valuable treasures of nature, Corona carried out a cleanup action at the Rapperswil harbor basin last Saturday for the Swiss launch of the campaign, together with sustainability influencers and a professional team of waste divers.

To this end, Corona also maintains two installations in local coops. These green oases are designed to bring nature to life in an urban environment and show city dwellers how a few minutes in nature can have a positive impact on their physical and mental well-being.

They have squirrel tattoos, surf skillfully with a cool Hellen in their hand, open beer with beer, take an Eichhof with them as they fly by - and recently they also hold the official Guinness® world record for toasting: Eichhof fans in Switzerland have a lot going for them. So much so that Publicis Zurich made them the protagonists of the latest Eichhof brand campaign.

Under the claim "Anything else would be wrong," the platform celebrates what Eichhof fans have up their sleeve. At the same time, the new platform is also a vehicle for communicating the art of brewing and Eichhof's beer expertise. Because the way Eichhof does it, is the way it's done. Period. And anything else would be wrong.

As Remo Viceré, brand manager, beer sommelier, and Eichhof veteran, emphasizes, this dual focus on the world of consumers and the intrinsic view is central: "There are always two sides to beer: On the one hand, it is of course extremely important how it is brewed, the intrinsic side. It defines the quality of the end product. But on the other hand, it's always about how it's enjoyed, the extrinsic element. Where, with whom, and at what moment. Because a beer can be as good as it is: If it's not consumed, it's all been for naught. With 'Everything else would be wrong.' we can showcase both sides in the best possible way."

"From an advertising perspective, of course, the new claim is a slam dunk," adds David Lübke, creative director at Publicis Zurich. "Just the fact that we say next to the logo that anything else would be wrong is a strong message in itself. The fact that we can enrich this with the great stories of both brewers* and consumers* gives the platform incredible flexibility and longevity."

The new platform has already been in use since May and will be played on all channels in the coming years.

Responsible at Heineken Switzerland: Andrys Aardema (Manager Marketing), Philipp Häseli (Group Brand Manager), Remo Viceré (Brand Manager). Responsible at Publicis Zurich: David Lübke (Creative Director), Sandy Pfuhl (Senior Art Director), Desirée Stocker (Copywriter), Merlin Obrero (Junior Art Director), Daniela Steffen, Lara Schöttel (Senior Account Directors), Matthias Koller (Overall Responsibility). Team Prodigious: Producing, prepress, litho, image editing, motion, realization and production consulting. Responsible for film production: Hilton Zurich, Tobias Siebrecht (photographer).