Strengthened positioning, new campaign: how Victorinox and Publicis are developing the brand further

Victorinox is currently rolling out its evolved brand with the "Made to be prepared" brand campaign. The launch of the new brand campaign is the result of a further development of the brand launched in 2022, with which the manufacturer of the original Swiss Army Knife presents itself as an expert in being prepared. Whether pocket knives, luggage, kitchen knives, watches or fragrances: with products from Ibach, you are always perfectly equipped for life's everyday challenges. "We firmly believe that being prepared makes life better," explains Veronika Elsener, CMO of Victorinox. "And not just since today, but basically since 1897, when our founder Karl Elsener developed the Swiss Army Knife. Of course, this attitude has always been reflected in our values and in our products. Now it is also reflected in our communication."

Ode to being prepared

The centerpiece of the campaign is a campaign film that is entirely in poem form. The aim is to bring the precision and sophistication that Victorinox puts into its products to life and associate them with the mindset of the target group. Daniela Sandau-Jensen, Head of Content Factory at Victorinox, explains: "We didn't just want to create a new campaign, we wanted to bring Victorinox's enhanced brand strategy to life. To achieve this, we redeveloped almost all elements in line with our brand attributes "Best prepared", "Sophisticated" and "Masterful". We only retained the core elements of our brand, such as the logo, the color red and our origins. The tonality and visuals are therefore just as precise, well thought-out and to the point."

Precision was also one of the most important guidelines in the development of the new campaign film. In addition to the overall film, cut-downs are also used, particularly in the online area, to highlight the individual product categories.

The visual appearance has also been sharpened as part of the enhanced brand strategy. The various categories are presented in a tidy, straightforward and precisely arranged way. The campaign was launched on March 5 on Victorinox's digital channels and will be rolled out internationally over the coming weeks and months.

Responsible at Victorinox: Veronika Elsener (Chief Marketing Officer), Daniela Sandau-Jensen (Head of Content Factory), Tessa Ramezani (Senior Manager Content Project), Cornelius Meyer (Head of Marketing Communications). Responsible at Publicis ZurichRob Hartmann (ECD), David Lübke (CD), Priska Meyer (Senior Art Director), David Voges (Senior Copywriter), Nico Yang (AD), Sandro Looser (Client Service Director), Irena Igić (Junior Account Manager). Responsible at Prodigious: Suzana Kovacevic (Integrated Producer / Head of Art Buying). Film and music production: stories AG, Yves Bollag (Executive Producer), Michèle Seligmann (Head of Production), Rhea Mandanis (Producer), Dr. Bowmann (Laurens Jans & Herman Van de Bosch) (Directors), Lars Borges (Photographer), Nafta Films (Service Production), Edoardo Moruzzi (Head of Postproduction), Phil Currie (Editor), Mike Bothe (Colorgrading), Firm Studio, Tape (VFX &
Compositing), Jon Sigsworth (Music), Gian Dolder (Sounddesign), Voicerecording & Mix (Tonstudio Z).