Some time ago, a couple were browsing through the assortment of breakfast cereals in their local supermarket. The woman decided to buy a brand of muesli with the Swiss cross on its packaging, explaining to her partner that she had chosen that particular brand because of the red and white Swiss cross. The man studied the packaging more closely and realised that most of the ingredients weren’t actually from Switzerland. Not such a big plus, after all!
For many consumers in Switzerland and abroad, the «Swiss» brand represents reliability, tradition, exclusivity and premium international quality. This means that the big white «plus» on a red background is a warranty worth its weight in gold. That’s why producers benefit from labelling their packaging with the Swiss cross because it’s a valuable selling point (article in German). As a result, more and more companies are using this «Swissness» premium, not least because of the increasing competition on the global markets.