Following the repositioning of the long-established Swiss brand Cailler and the launch of the overarching brand campaign under the tagline «Unwrap Your Smile,» Scholz & Friends Switzerland, as Cailler’s lead agency, is consistently continuing the brand’s journey. With two newly developed, orchestrated product campaigns, the agency is showcasing both the filled chocolate bars and the Joy pralines.

Cailler filled chocolates: «Feel the filling»

Delicate milk chocolate on the outside, a creamy and crunchy filling on the inside: Cailler’s filled chocolates take center stage in the new commercial. According to the press release, there’s ultimately only one right answer to the everyday question, «Should I, or shouldn’t I?» This is portrayed as an interplay between a young protagonist and a bar of Cailler. A brief moment of hesitation leads to a moment of indulgence—and, according to the campaign’s concept, immediately lifts your spirits. The motto applies to all four varieties: First, unwrap the filled chocolate; then, a smile follows.

The video campaign is running nationwide on TikTok, YouTube, and Meta platforms and is complemented by TV tag-ons and carousel ads.

Cailler Joy Pralinés: «Cailler Joy. Sharing the Joy»

In its second campaign, Scholz & Friends explores the idea that shared joy is double the joy. According to the agency, the new Cailler Joy pralines are designed to strengthen the bond between people and transform everyday situations into shared moments. The concept is based on a multi-textural experience—both visual and gustatory—hidden beneath the chocolate shell, where surprising fillings and varied textures are designed to delight consumers when they take a bite.

Based on the concept «Pass the Joy,» the camera follows a package of Cailler Joy as it is passed from hand to hand among a group of five friends. The audience witnesses how quiet moments give rise to a wave of joy through the act of sharing.

The orchestrated campaign is now being rolled out in German-speaking Switzerland and French-speaking Switzerland via TV, online video, out-of-home, digital out-of-home, social media, and targeted influencer partnerships.

Nosh Foodfilms handled the film production for the filled chocolates, directed by Jorrit Stollmann and produced by Tom Plinsinga and Mady Angelino. eddyfilm was responsible for the Joy pralines, directed by Christophe Dolcerocca and produced by Sebastien Gros and Alexandra Roussel.

Responsible at Cailler: Irene Balascas (Business Executive Officer, Confectionery), Tim Zurfluh (Head of Marketing, Confectionery), Tiffany Vossen (Communications Manager), Sara Fantuz (Senior Brand Manager), Selin Isik (Brand Manager), Vanessa Jalbert (Precious Team). Responsible at Scholz & Friends Zurich: Barbara Hartmann, Joana Faria, Winfried Schneider, Christian Vosshagen (Creative), Valentina Obermüller, Nils Engelbrecht (Consulting & Strategy), Mathias Rösch (Overall Responsibility).

Scholz & Friends Zurich and Vier Pfoten are launching a campaign to raise awareness in Switzerland for the conscious acquisition of a pet. Under the motto "Ready for a pet? Decide responsibly", the campaign makes it clear: whether adopting or buying - it is always a decision for life.

The campaign uses emotional subjects to show pets as lifelong companions with their own needs. Common images of pets are contrasted with the often underestimated aspects of everyday life - such as getting up early, bad weather, tiredness after work or unexpected veterinary costs. The central question "Ready for a pet?" makes it clear that a realistic view of responsibility and everyday life is always part of the purchase.

Self-test as a central campaign element

A self-test on the website of Vier Pfoten in Switzerland offers support in the decision-making process as a central campaign element. Anyone who realizes that they are currently unable to meet their long-term commitment should ideally refrain from acquiring an animal.

The aim is to reduce ill-considered purchases, strengthen the respectful treatment of animals in the long term and thus also reduce the number of animals in animal shelters in the long term.

The campaign is aimed at all people in Switzerland who want to get a pet, especially first-time owners. It is present in German-speaking and French-speaking Switzerland in digital out-of-home formats, online advertising media, on social media and via the Vier Pfoten website.

Responsible at Vier Pfoten in Switzerland: Katrin Streb, Head of Communications Switzerland; Yasmine Wenk, Campaign Coordinator Pets; Nadine Treml, Marketing Manager; Ilana Bollag, Campaigner. Responsible at Scholz & Friends Zurich: Joana Faria, Zara Velchev, Barbara Hartmann, Winfried Schneider, David Fischer (creation), Monja Mangieri (production), Victoria Kirsch, Elena Mokulys (consulting & strategy), Mathias Rösch (overall responsibility).

SwissEnergy supports the Swiss public, businesses, and the public sector on their path toward a sustainable energy future. The program supports measures to increase energy efficiency, promote decarbonization, and advance renewable energy, and to this end relies on energieschweiz.ch relevant information and offers.

Simplified Brand Architecture for Greater Clarity

In light of an increasingly complex market and a diverse range of offerings, optimizing the brand design was essential to clearly communicate the company’s areas of expertise going forward. The process, managed end-to-end by Scholz & Friends, began with a thorough strategic phase followed by the further development of the brand identity. This approach relies on a simplified brand architecture by integrating the previous sub-brands. To this end, Scholz & Friends developed a design system built upon the existing framework. Going forward, all communication initiatives will be carried out under the EnergieSchweiz banner.

«Clear and consistent brand management is essential for EnergieSchweiz. It allows us to reach our diverse target groups even more effectively and build trust through brand recognition,» says Raphael Zürcher, deputy managing director of EnergieSchweiz.

Digital Documentation in Frontify

The defined brand identity and clear documentation of brand usage—including areas that were previously missing—are available digitally on Frontify. Scholz & Friends is also supporting the implementation of the new system at EnergieSchweiz and its partner agencies to ensure consistent quality and a smooth rollout. Standardized file templates further streamline the work.

Responsible at SwissEnergy: Raphael Zürcher (Deputy Managing Director, EnergieSchweiz), Eveline Meier (Deputy Head of Publishing) Responsible at Scholz & Friends: Barbara Hartmann, Zara Velchev, Phillip Bolduan, Winfried Schneider, Monja Mangieri, David Fischer (Creative & Design); Elena Mokulys (Strategy); Victoria Kirsch (Account Management); Véronique Forster (Client Lead); Mathias Rösch (Overall Responsibility)

Scholz & Friends Zurich has won the contract for the national launch campaign of the state-recognized electronic identity (e-ID) and the Swiyu ecosystem in a multi-stage pitch process. The full-service agency will support the Federal Office of Justice (FOJ) in developing the communication strategy and the corresponding creative implementation.

The aim of the mandate is to raise awareness of the e-ID and the associated Swiyu wallet throughout Switzerland. The campaign is aimed at the entire population, addresses reservations and explains the function, benefits and significance of the e-ID and the Swiyu ecosystem.

Orchestrated marketing and communication concept

Scholz & Friends Zurich impressed with an orchestrated marketing and communication concept and supports brand development, campaign creation and implementation as well as content creation, media planning and impact measurement. The collaboration will start immediately with an interdisciplinary team. The campaign will be launched in the coming year 2026.

Mathias Rösch, CEO Scholz & Friends Zurich: "Making an important contribution to Switzerland's digital sovereignty and sustainable digital transformation with the communicative introduction of the e-ID is an extremely exciting task of national interest that we are very much looking forward to."

With around 1,200 employees and offices in Berlin, Brussels, Düsseldorf, Hamburg, Frankfurt, Stuttgart, Vienna and Zurich, the Scholz & Friends Family is one of the leading agency groups in the German-speaking world. It stands for orchestrated marketing and communication solutions based on strategic competence, creative excellence and technological expertise. Clients at the Zurich office include Atupri, the Federal Offices of Communications (Bakom), Buildings and Logistics (BBL), Energy (BFE) and Justice (BJ), Cailler, Feldschlösschen Getränke, Mastercard, Medela, Salt, Swissgrid, UBS and Vier Pfoten.

Salt is expanding its portfolio and presenting Salt Home+, a new premium offer that provides Swiss households with high-performance Internet and first-class entertainment. The launch campaign designed by Scholz & Friends Zurich creatively visualizes how the home is filled with digital experiences right down to the last corner thanks to WiFi 7.

The campaign focuses on impressive visuals and animations in which houses from the basement to the attic are literally overflowing with digital experiences. The focus is on particularly important application areas such as entertainment and gaming. This message is also conveyed in the campaign's moving images:

The orchestrated campaign has been running throughout Switzerland since October 20. The media mix includes OOH, DOOH, display banners and social media. The campaign is also present in Salt stores.

Responsible at Salt: Fabrice Allegro (Chief Marketing Officer), Christoph Schwarz (Director Brand Management & Marketing Communication), Fernando Trabadelo (Marketing & Communication Manager), Nadina Vollenweider (Marketing & Communication Specialist), Fabiola de Luca (Communication Specialist) Responsible at Scholz & Friends Zurich: Franziska Stäger, Barbara Hartmann, Christian Vosshagen (creation), Ramon Zahnd, Wiebke Pries, Anja Sattelmeyer (consulting), Monja Mangieri (desktop publishing), Kerstin Mende (art buying), Mathias Rösch (overall responsibility) 3D illustrations and animation: Circo Visual, VisualEyes International AG Media agency: Connection

The film conveys in a tangible way what it means to take on complex tasks at Swissgrid and at the same time play an active role in the further development and transformation of the energy system. System Operations stands for a career with prospects, professional depth and helping to shape the future of electricity supply.

To strengthen the visibility of system operations, Swissgrid has launched a program that includes information materials such as flyers and brochures, but also focuses on targeting talent in digital channels and at job fairs to draw attention to career opportunities as a Specialist System Operations and Operational Planner at Swissgrid.

Transformation brings new challenges

With the implementation of the federal government's Energy Strategy 2050 and other regulatory developments in Switzerland and abroad, the challenges are growing
for the secure and stable operation of the transmission grid. Decentralization and decarbonization require ever more frequent interventions in the grid. Employees in the grid control centers therefore play a central role in the energy transition.

Responsible at Swissgrid Melanie Hangartner (Head of Communications Team), Ivan Steiner (Communication Manager), Jens Hettler (Head of Team System Operations), Jörg Richter (Digital Media Manager) Responsible at Scholz & Friends Franziska Stäger, Barbara Hartmann, Christian Vosshagen (creation), Ramon Zahnd, Paula Strittmatter (consulting), Mathias Rösch (overall responsibility) Film production Brandfilm Switzerland: Florian Studer; Director: Lukas Wälli Recording studio Jingle Jungle Inc.

The communication offensive developed by Scholz & Friends accompanies Salt in the ongoing development of new regions. It strikingly shows in which cities and municipalities Salt Home is now available - and turns the place names themselves into the stage for the high-speed message: whether "STAAAANSSS", "GOOOOSSAU" or "MATRAAAN" - the typographic place name staging of the motifs combines Salt's promise of speed with local relevance in an appealing way.

The orchestrated campaign with hyperlocal motifs is now on air in numerous cities and municipalities. The measures include OOH, DOOH, display banners, social media and mailings.

Responsible at Salt: Fabrice Allegro (Chief Marketing Officer), Christoph Schwarz (Director Brand Management & Marketing Communication), Fabiola de Luca (Communication Specialist). Responsible at Scholz & Friends: Franziska Stäger, Barbara Hartmann, Christian Vosshagen (creation), Ramon Zahnd, Paula Strittmatter (consulting), Krystian-Julian Zabuski (illustration), Monja Mangieri (desktop publishing), Mathias Rösch (overall responsibility). Media: Context.

From sore nipples to leaking breast milk: new mothers face many challenges when breastfeeding. With essential breast care products and the knowledge gained from decades of research in the field of breastfeeding and lactation, Medela wants to give young mothers a good feeling of security and serenity on their new journey through life.

The orchestrated international campaign with the claim "We've got you." aims to convey this promise with ease and confidence. The Medela brand is presented as a trustworthy companion that offers expertise and advice at eye level with holistic solutions.

The campaign's motifs address the typical challenges of breastfeeding in an empathetic way, encourage mothers in the demanding time around and after the birth and help them to feel confident and competent in their new role.

"'Turning Science into Care' is our brand promise, which also applies to the Breast Care Solutions division. The communication addresses breastfeeding mothers in a challenging situation and connects them quickly and comprehensibly with our well-founded holistic product solutions," says Letizia Miotto, Director of Marketing Mom & Baby Care Europe at Medela.

The rollout of the global campaign starts immediately with orchestrated measures in social media, digital banners, online video, print, POS material and healthcare professionals communication.

Responsible at Medela: Lone Enghave Knese (Global Vice President of Marketing Mom & Baby care and Medela Consumer), Letizia Miotto (Director of Marketing Mom & Baby Care Europe), Paola Ambrosecchia (Global Senior Marketing Manager Mom & Baby Care), Janine Gehrig (Global Marketing Manager Mom & Baby Care), Anna Struck-Lustig (Global Marketing Manager Mom & Baby Care). Responsible at Scholz & Friends: Joana Faria, David Fischer, Winfried Schneider, Zara Velchev, Christian Vosshagen (Creation); Elisa Stahel, Ramona Zwyer (Account Management); Susi Miller (Strategy); Tina Michalski, Lisa de Wall (Art Buying & Production); Mathias Rösch (Overall responsibility). Production: Nu Projects Creative Productions, Hannes Deter, Mirjam Lindthaler, Luisa Hanika, Bine Jankowski.

A clear trend in BAV 2025 is the clearly positive development of digital brands. Last year, "comfort brands" made gains - brands that convey a sense of security and safety to consumers. A clear reaction to the emotional stress that the coronavirus crisis is causing us. This year, on the other hand, digital brands such as Twint, Apple and Samsung are among the winners - as they were before the crisis. This suggests that Swiss consumers have become accustomed to the coronavirus crisis and are returning to old patterns.

In addition to digital brands, the main winners are those that embody a young, progressive brand image. Switzerland may be looking to the future with a little more optimism again. At the same time, the snack brand Zweifel is celebrating great success, climbing five places to second place. The focus on the "healthier" product varieties Vaya and Joy Snacks is clearly going down well with consumers and shows that health is also playing an increasingly important role in the snack sector.

Euro 2024 as a success factor for Coca-Cola and SBB

Coca-Cola and SBB are also rising in consumers' favor and have made significant gains in the rankings. Coca-Cola's sponsorship commitment to Uefa Euro 2024 and the high reliability of SBB, particularly in comparison to Deutsche Bahn during the tournament, are likely to have contributed to this success. Both brands were evidently able to capitalize on the positive mood surrounding the major football event. "As WEuro2025 is taking place here in Switzerland this year, there are once again great opportunities for local brands to stand out positively," says Ingo CEO Swen Morath.

Swissness and "Love Brands"

Swiss brands continue to dominate the list of "Love Brands", which underlines the strong emotional attachment of Swiss consumers to local products. In addition to the global brands WhatsApp and Google, the list includes local icons such as Twint, Rega and Migros. 31 of the top 50 "Love Brands" are domestic brands, with even more over-50-year-old consumers. This strong presence of Swissness shows that tradition and trust are important purchasing criteria even in times of crisis.

What's more, it seems that in Switzerland, the way to the heart is through the stomach: a total of 22 of the top 50 come from the "Food" category. Zweifel, Le Gruyère and Lindt landed on the podium in this category.

Gen Z loves Twint, Nike - and the post office

Among the under-30s, on the other hand, Twint and Nike lead the "Love Brands" ranking. What is surprising here is the success of Swiss Post, which has improved significantly among Gen Z and is in 10th place. Swiss Post's success in this segment probably has to do with the change in shopping habits in this segment. Another study by Ingo, the Media Use Index, shows that Gen Z as a whole orders online much more frequently than a few years ago, but with smaller shopping baskets - due to providers such as Temu and Shein. Presumably, the small feeling of happiness when receiving the goods is also transferred to the deliverer, which is usually Die Post.

Brands with "creative impact" determine the cultural discourse

"Creative impact" is another dimension that is surveyed in the BAV. "Creative impact" refers to a brand's ability to have a lasting influence on cultural discourse - through innovation, inspiration or simply through its advertising. The creative impact of a brand is an important indicator of its future success and the BAV shows which factors have the greatest influence on this.

The current evaluation shows that "enabler" brands such as Lego, Apple, Samsung and Ikea in particular have a high "creative impact". These brands are not only particularly inspiring in terms of communication, but also enable consumers to become creative themselves. This is why universities that promote the creative potential of their students, such as ETH and ZHAW, are also at the top of the rankings.

Responsible at Ogilvy: Matthias Müller (CSO), Martin Keller (CEO). Responsible at Ingo Zürich: Peter Petermann (Executive Strategy Director), Swen Morath (CEO). Responsible at Scholz & Friends Switzerland: Elena Mokulys (Strategy Director), Mathias Rösch (CEO).

The aim of the mandate is to support companies, especially SMEs, in the coming years in the consistent implementation of the Energy Strategy 2050 and the achievement of the net-zero target by 2050 and to motivate them to plan energy efficiency and decarbonization measures.

Scholz & Friends impressed with an integrated marketing and communication concept that positions SwissEnergy as a "navigator" and competent supporter for the diverse sector-specific needs of the Swiss economy. With orchestrated measures from the areas of umbrella communication, community management, CRM and impact measurement, Swiss companies are accompanied along their customer journey on their individual path to net zero. The aim is to provide the necessary information, advice and funding opportunities from SwissEnergy and also to involve industry associations and partners.

"Providing new impetus for SwissEnergy's B2B communication with an innovative, orchestrated approach geared towards creative effectiveness is an extremely exciting challenge that we are very much looking forward to," says Mathias Rösch, CEO of Scholz & Friends Zurich.

The collaboration based on the "round table principle" will start immediately with an interdisciplinary team of communication experts from Scholz & Friends Family and the two subcontractors Campaigneers, responsible for community management, and Translingua, responsible for translation services. The first measures will be launched in the course of the year.

The latest in a series of campaigns to inform the Swiss population goes on air under the motto "Think about your radio". The campaign focuses attention on radio listeners and their receivers, not only in the message but also visually. The aim is to persuade the last remaining FM radio listeners to switch in good time so that they can continue to use the medium.

At the same time, the campaign also offers practical support for the changeover. In the moving image, it provides information on how radio listeners can check their devices for DAB+ reception. On the DAB+ website This support continues with tutorials on testing, operating and receiving DAB+ radios, fitting DAB+ adapters to FM devices and an AI-based chatbot. The switch-off date is also clearly displayed on all advertising materials.

The orchestrated campaign was developed in close cooperation with the radio stations, the cross-industry DigiMig working group and Bakom and is now on air throughout Switzerland in high-reach media such as TV, OOH, digital and radio in order to reach as many radio listeners as possible.

As OFCOM's mandate ends at the end of this year, the broadcasters will take over broadcasting responsibility and continue the campaign on their own channels from January 1, 2025. Also to inform their listeners about their own FM switch-off dates.

Responsible at Bakom: Kathrin Kluser (project manager). Responsible at Scholz & Friends Zurich: Barbara Hartmann, Franziska Stäger, Zara Velchev, David Fischer, Christian Vosshagen (creation), Monja Mangieri (desktop publishing), Véronique Forster, Victoria Kirsch, Elodie Caucigh, Sabrina Elsässer (consulting), Mathias Rösch (overall responsibility). Film production: Shining Film. Directed by Mitch Bekk (TV spots), Ari Zehnder (tutorials). Audio: Jingle Jungle. Photo: Jonathan Heyer. Radio: Building props, Fabian Lüscher. Media: Mediatonic.

At Salt, good products always come with a good price. The orchestrated campaign not only advertises Salt Home, which includes a TV package as well as the fastest Internet, but also the current offer for the subscription. Including welcome credit.

Since September 23, the campaign can be seen throughout Switzerland on TV, OOH, DOOH, online, at the POS and in print advertisements.

Responsible at Salt: Christoph Schwarz (Head of Brand Management & Marketing Communications), Nadina Vollenweider (Marketing & Communication Specialist), Fabiola de Luca (Junior Social Media & Communication Specialist), Valentino Zampino (National Head of Salt Home Sales), William Macmillan (Senior Product Manager) Responsible at Scholz & Friends Zurich Zara Velchev, Franziska Stäger, Barbara Hartmann, Christian Vosshagen (creation), Ramon Zahnd, Paula Strittmatter (consulting), Susi Miller (strategy), Monja Mangieri (desktop publishing), Mathias Rösch (overall responsibility) Production: Markenfilm Switzerland - Florian Studer DirectorKim Jacobsen AudioJingle Jungle PhotoGatis Rozenfelds Media agency: Context.