SimplySwiss

1291 Swiss Energy Drink

The Swiss cantons of Uri, Schwyz, and Nidwalden signed a mutual defense agreement on August 1, 1291 and were later joined by other surrounding areas to form the Republic of Switzerland. The Swiss Energy Drink commemorates the founding of Switzerland.

Vitalp

This little product packs a branding punch and a half with six on pack callouts to its country of origin.

1) Product description: “Swiss Herb Candy”
2) Product name: “Vitalp” evokes the Alp mountain range that runs in part through Switzerland.
3) A visual of the Swiss flag.
4) A caption identifying the flag as Swiss.
5) A visual of the iconic Matterhorn mountain.
6) A duplicate product description at the bottom of the pack: “Swiss Herb Candy”

Vitalp products are available in Switzerland and Germany only. (Primary Source: www.vitalp.com)

Obi Swiss Apple Juice

Redesigned in 2003 to sport a trendy new look, Obi attributes a great deal of importance to its Swiss origin which is called out both in its name and package design. While not actually one of Switzerland’s four official languages, the product’s name is prominently featured in English: Swiss Apple Juice. Below the visually impactful design of the Swiss flag / red apple hybrid on a black background, the product’s name is also spelled out in smaller type both in German (Schweizer Apfelsaft) and French (Jus De Pomme). Obi Swiss Apple Juice is distributed both within Switzerland and abroad. One of the brand’s most recent advertising taglines is “Naturally Obi” which is a nod to the brand being a natural choice because it is a 100% natural and quality product consumers can feel good about. (Primary Source: www.obi.ch)

The Laughing Cow (French: La Vache Qui Rit)

Fromageries Bel, S.A., headquartered in Paris, France is a worldwide marketer and manufacturer of various branded cheeses including the individually packaged wedges of processed cheese called The Laughing Cow (French: La Vache Qui Rit).

The product was first launched in 1921 and was the first cheese brand registered in the French national patent office. Today, The Laughing Cow brand of cheese is consumed in more than 90 countries on five continents totaling a consumption of approximately 2,500 portions every 20 seconds.

Given that The Laughing Cow packaging is branded with the French flag and slogan "A French Favorite", it is somewhat surprising that the "taste" is claimed to be imported from France's neighbor, Switzerland. Here in the U.S., The Laughing Cow cheese is available in flavors such as "Original Swiss Flavor" and "Original Creamy Swiss Flavor". On the package one will also find copy that reads: "Indulge in the rich creamy-delicious taste of imported Swiss cheese, blended with a touch of cream for easy spreading." This strikes as a slightly odd statement given the revelation made in the FAQ section of the brand's U.S.-based site, www.thelaughingcow.com. In response to the question "Are The Laughing Cow products made in France?" the following answer is provided: "Most products sold in the U.S. are made in our Kentucky plant. We may from time to time import some items from France." Given the disconnect of this response from all the "Swissness" which is invoked on pack, one must ask: "Is there actually a justifiable connection that this product has with Switzerland?" Your comments and throughts are, as always, most welcome! (Primary Source: www.bel-group.com)

Heidiland Mineral Water

Written in 1880 by the Swiss author Johanna Spyri, Heidi is the story of a young orphan who grows up living in the peaceful and picturesque Swiss Alps. Her image, along with visuals of the Alps, the Swiss flag and the famed Edelweiss flower all adorn the label of the Heidiland Mineral Water bottle. According to the brand’s web site, “it takes more than ten years for the spring water from untouched nature to percolate from a height of over 1,500 meters and flow down through various layers of stone and rock. On its journey it is purified and enriched with important and valuable minerals such as calcium, magnesium and bicarbonate. From a depth of about 180 meters, the water bubbles out of the "Heidi-Quelle" source...” (Primary Source: www.heidilandwater.ch)

Star Trade's Swiss Army Chocolate

Today, the 'Swiss Army' brand is owned jointly by Victorinox (maker of the famed Swiss Army Knife) and the Swiss Confederation. The agreement between Swiss military authorities and the Swiss Army Brands Inc. (today owned by Victorinox) took place in 1996. Since that time, Victorinox has invested heavily in building up the equity of the Swiss Army brand.

In 2004, the Swiss government took issue with a company called Star Trade for trademark infringement of the Swiss Army brand. Star Trade was marketing a chocolate bar called Swiss Army Chocolate. While the product was registered with the country’s trademark authorities, Star Trade had not paid any licensing fees for use of the name. (Primary Source: www.fromeuropewithlove.net)

Valser Mineral Water

Switzerland is one of the leading sources of bottled mineral water in Europe producing in excess of 530 million liters every year. Valser originates in the Vals Valley collected at depths of over 1000 meters. “It is this origin that makes it so special. In the natural water cycle of the earth, precipitation from rain and snow seeps into the inside of the rock. On its subterranean path, it seeps through the water-bearing rock strata from limestone and dolomite, and in the process various precious minerals and trace elements are dissolved. It is purified without ever having contact with surface water. It takes no less than 25 years until the water emanates from the mountain foot in its most original and purest form at St. Peter’s Spring: crystal-clear and enriched with vital minerals for the human being. The time and the depth of the distance covered play more than just a minor role in the composition and the high quality of the 1870 mg of minerals per liter of VALSER.” (Primary Source: www.valser.ch)

Swiss Energy Power

Swiss Energy Power is an energy drink formulated in Switzerland that is available in two flavor varieties: a Red Bull-like flavor and a mango flavor. The active ingredients making the product an energy drink are Taurine, Glucuronolactone and Caffeine. The brand makes deliberate use of visual cues that connote “Swissness”: The primary color of the packaging is red, the Matterhorn and Swiss flags are also prominently displayed on pack. All of these result in high visual impact on shelf compared to its competitors. (Primary Source: www.trivarga.com)

Bio-Familia Müesli

Bio-Familia was founded in 1954 under the name Somalon AG. The company pioneered the mass production of Müesli cereal, a key ingredient in a healthful recipe developed by Dr. Maximilian Bircher-Benner a Swiss born physician who took a particular interest in issues surrounding diet and nutrition. Based on his research, Maximilian created a healthful dish consisting oatmeal, raw apples, condensed milk, nuts and lemon juice. Today, this dish has been named in his honor as BircherMüesli. Bio-Familia’s Müesli packaging has a clear call out to it’s Swiss heritage: 1) the word “Swiss” (from a hierarchical perspective, the reference to origin is more prominent than the actual product name) 2) the Swiss flag. (Primary Source: www.biofamilia.ch)

Swiss T

This brand leverages “Swissness” in all its forms: 1) Name: Swiss T. 2) Visual: The Swiss flag is a key component of the product label. 3) Origin: “Imported From Switzerland” as noted on the product label. 4) Status: “Premium” as noted on the product label. Swiss T is the only European ready to drink product of its kind here in the U.S. market. The brand’s sales pitch and point of differentiation in the US market is clearly noted on its web site: “Unlike many ready-to-drink teas in America—factory-made from a mixture of cold water and powdered concentrate—the Swiss take the time to brew Swiss T hot, the way it should be, and use state-of-the-art techniques to preserve all the goodness of nature. All right here in Bischofszell.” (Primary Source: www.swisst.com)