Swiss Army Tries To Tighten Its Ranks

Mullen Campaign Creates Single Image for Diverse Product Line
BOSTON–Mullen’s first advertising for Swiss Army Brands aims to build a single image for the client’s line of knives, sunglasses, pens and watches.
“[Swiss Army] was all over the place. We had to clear up the confusion and harness everything under one brand umbrella,” said George Rogers, Mullen’s senior vice president and group account director. Mullen designed a new, unifying logo for Swiss Army, which replaces three different insignias used on more than 20 watches and knives.
The print campaign breaks in May consumer magazines and introduces the tagline, “Swiss Army equipped.”
The $10 million campaign will consist of at least four print ads that have a military feel.