Bitter Sweet Symphony: A case study showing how a careful fusion of semiotics, social media analysis & creative storytelling built a powerful new strategy for an over 100 year old aperitif brand

Suze, the French alcoholic drink, rejuvenated its strategy to reach a younger and more mindful target in France, Switzerland, Germany and the US.

July 1987, Biel/Bienne - Sven's story

I was 18 years old and had just started my first real holiday job. Planning to study in the UK, I had a few months to earn some money before going off to university. Where better to go than my home country, Switzerland, where one of my aunts was the owner of the Buffet de la Gare in the watch making town Biel/Bienne at the foot of the Swiss Jura mountains.

The Buffets de la Gare are a very Swiss institution. For decades these were the restaurants and snack bars located in the main...

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