(Left to right) Swiss Army Classic, Swiss Army Altitude, Swiss Army For Her and Swiss Army Mountain Water
My choice - Swiss Army Classic [EAU DE TOILETTE]
Swiss Army Classic
Swiss Army Altitude
Swiss Army Mountain Water
Swiss Army for Her
Launched in 1997, Victorinox’s best-selling men’s fragrance
Swiss Army Classic sells more than 1.4 million units annually. The 100ml edt comes in a brushed metallic quiver, a design inspired by the small bowls Swiss soldiers use for their canteen food.
Swiss Army Altitude, released in 2001, is an edt for men. The fresh and woody fragrance comes in a frosted black bottle that “emphasises the fresh power and energy from the Swiss mountains”. Its design is inspired by the small oxygen tanks used by Swiss soldiers while scaling great heights.
The first Swiss Army women’s fragrance,
Swiss Army for Her, is described as a warm, floral and long-lasting fragrance for women who love nature. The edp is presented in a red glass flacon with a metal cap, the deep red derived from the trademark colour of the traditional Swiss Army Knife.
All three fragrances are available in 25ml, 50ml, 100ml, and as a 75ml deodorant stick.
Swiss Army Mountain Water, launched by Victorinox last year, has its olfactory concept built around the icy freshness of water from the Swiss Alps. The fougère juice comes in an intense blue bottle, inspired by the crystal clear blue water flowing from the mountains.
The launch of Mountain Water was supported by a visual campaign that showed ads of a man scaling an imposing glacier, along with the tagline: ‘The Swiss Way of Freshness’.
And the Swiss Alps association seems to have clicked with its target audiences. “Mountain Water was meant originally as just a one-off product for a year,” explained Holland. “However, the demand for it has been so strong that Victorinox are now reviewing that initial plan, and it’s quite possible that Mountain Water will become a permanent item in the portfolio because of its success.”
The nature theme, which centres on an authentic “Swiss ambience”, also forms the core of a series of new visual campaigns for Swiss Army Classic, Swiss Army Altitude and Swiss Army for Her. The association with the Swiss landscape runs strongly in all three ads, with snow-capped mountains and calm lakes forming a backdrop of unspoilt nature.
