Swiss Army Brands, Inc.: Swiss Army Equipped campaign

Susan Risland

The "Swiss Army Equipped" campaign, created by Mullen Advertising for Swiss Army Brands, Inc., established a single brand image that unified advertisements for an assortment of merchandise.

Swiss Army Brands, Inc.: Swiss Army Equipped campaign

Susan Risland

OVERVIEW

The "Swiss Army Equipped" campaign, created by Mullen Advertising for Swiss Army Brands, Inc., established a single brand image that unified advertisements for an assortment of merchandise. The company marketed watches, sunglasses, pens, and other items, but its best-known product was the Original Swiss Army Knife, a multiblade pocketknife that included implements such as a fish scaler, a nail file, a wood saw, a screwdriver, a bottle opener, a wire stripper, and a corkscrew. One advertisement for the Original Swiss Army Knife pointed out the product's many uses with...

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