In the hyper-competitive world of Swiss chocolate, standing out is a monumental task. When your product is competing against centuries of tradition and global giants, being “good” is no longer enough. You have to be “unwiderstehlich anders”—irresistibly different. This is exactly where Munz, the storied Swiss chocolatier, has planted its flag with its latest brand refresh. By introducing the Schoggi-Tüftler (Chocolate Tinkers), Munz isn’t just launching a new ad campaign; they are redefining how heritage brands can use cutting-edge technology to sharpen their competitive edge.
For decades, Munz was viewed through various lenses: some saw it as the “colorful” brand, others as the “sustainable” choice, and many simply as the home of the iconic white Prügeli. However, a brand that is everything to everyone often ends up being nothing specific to anyone. Recognizing this, Munz partnered with Jung von Matt to distill their essence into a single, potent tension: the intersection of high-end Swiss quality and a streak of unconventionality. The result is a campaign that feels both nostalgic and futuristic, anchored by two characters who look like they stepped out of a Pixar film but were actually born in an AI-powered laboratory.
The Schoggi-Tüftler are the personification of this new strategy. One represents the steady hand of tradition—the craftsman who knows the 150-year-old recipes by heart—while the other represents the restless curiosity of an inventor. Together, they live in a digital “Schoggi-Labor,” a whimsical world where the laws of physics take a backseat to the laws of flavor. It is a brilliant move in brand storytelling. By moving the narrative into a fantastical space, Munz can dramatize the production process in ways that a standard factory tour never could. We see chocolate bananas being harvested from palms and intricate machines that look more like instruments of joy than pieces of industrial equipment.
From an advertising perspective, the most provocative element of this campaign is the use of Artificial Intelligence. In an industry that often treats “AI-generated” as a dirty word—synonymous with “cheap” or “soulless”—Jung von Matt and Munz have flipped the script. They didn’t use AI to cut costs; they used it to expand the boundaries of their imagination. Cyrill Hauser, Managing Partner at Jung von Matt Limmat, noted that the visual richness of the Schoggi-Labor would have been virtually impossible to achieve through classical production methods. AI allowed the team to explore hundreds of creative directions simultaneously, eventually landing on a visual style that is warm, tactile, and distinctly “Munz.”
However, the secret sauce isn’t just the algorithms. The agency is quick to point out that the human touch was the final, crucial ingredient. AI provided the canvas, but human creatives provided the soul, the humor, and the emotional nuances that make the Tinkers feel like real ambassadors rather than digital puppets. This synergy is a blueprint for the future of the industry. It suggests that the role of the modern agency isn’t to choose between “human” or “machine,” but to master the interplay between the two to create something that neither could achieve alone.
Why does this matter for the long-term health of the brand? Because in the age of fragmented media, “Distinctive Brand Assets” are the ultimate currency. By creating these unique, proprietary characters, Munz is building a visual shorthand that will pay dividends for years. Whether a consumer sees a five-second YouTube pre-roll or a cardboard cutout at the supermarket, the Schoggi-Tüftler immediately signal the brand’s identity. They provide the “red thread” that connects the digital experience to the physical world of the Chocolarium in Flawil.
Of course, any radical shift in brand identity comes with risks. Some purists in the marketing world have already voiced skepticism, questioning whether a high-tech, AI-driven campaign sits comfortably with a product as “natural” and “traditional” as Swiss chocolate. But perhaps that is exactly the point. In a sea of predictable mountain vistas and slow-motion milk pours, Munz chose to be a bit “weird.” They chose to tinker. In doing so, they’ve moved the conversation from “just another chocolate” to a brand that is daring to define its own category.
Ultimately, the Munz relaunch serves as a masterclass in modern positioning. It respects the past—keeping the beloved Prügeli and Glückskäfer recipes untouched—while radically reimagining the future of the brand’s communication. It proves that even a 150-year-old company can behave like a startup if it has the courage to embrace new tools and a clear sense of who it wants to be. As the Schoggi-Tüftler continue to experiment in their digital lab, they aren’t just making chocolate; they are building a brand that is, quite literally, built to last in a digital-first world. For any marketer looking to revitalize a legacy brand, the lesson is clear: don’t just follow the tradition—tinker with it.
