Published22 August 2024, 23:27
CMO of the Year: Nobody does marketing better than Saskia von Moos from El Tony
Saskia von Moos played a major role in the success of the cult drink El Tony Mate. Now she has won an award for it.
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CMO of the Year: What it’s all about
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Saskia von Moos ist Chief Marketing Officer (CMO) of the Year.
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She managed to create a real hype around the El Tony Mate brand.
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Now the brand could expand abroad.
When it comes to marketing, Chief Marketing Officers (CMOs) are in charge: They are responsible for the image and marketing activities of a company and often also help shape product and pricing policies. The Serviceplan Group has now honored the best CMOs in Switzerland: The 23-member jury chose Saskia von Moos from Intelligentfood Switzerland, the company behind the cult drink El Tony Mate, as “CMO of the Year.”
The nominees and the jury
The jury made the nominations, the Institute for Marketing & Customer Insight at the University of St. Gallen analyzed the proposals and made an initial selection based on a list of criteria. On this basis, the jury created the shortlist with the following people:
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Josephine Chamoulaud von Smile
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Jan De Schepper from Swissquote
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Christian Gut from Stöckli Swiss Sports
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Nathalie Noël from V-Zug
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Saskia von Moos from Intelligentfood Switzerland
The jury includes various marketing managers, including Daniela Ciotto from SBB, Andrea Hänggi from Lindt & Sprüngli and Judith Krepper from Zurich Airport. Christoph Ott from Mobiliar, Raphael Werner from Lidl Switzerland and 20-Minuten CEO Bernhard Brechbühl are also part of the jury.
That’s why she left the competition behind
The jury awards the CMO Award to Chief Marketing Officers “who drive brands forward and achieve great things.” Saskia von Moos has achieved this: The woman, who has worked at Intelligentfood Switzerland for around ten years, sparked a real hype around the El Tony Mate brand. Her passion and innovative strength have contributed significantly to establishing El Tony as the most dynamic brand in Switzerland. Intelligentfood Switzerland has already won the “Brand of the Year” award twice.
Passion, innovation and hard work: This is how Saskia von Moos won the CMO of the Year Award.
20min/Michael Scherrer
After failure, the company went steeply uphill
In July, in an interview with 20 minutes, von Moos spoke about the hype surrounding El Tony Mate: the success was the result of nine years of hard work, the team flew under the radar for a long time and invested a lot of energy in building the brand. “At a certain point, things started to work and it became easier,” says von Moos.
It all started with a failure: Intelligentfood’s organic energy drink Ixso was the first to fail. “It was simply too early for Ixso 17 years ago,” says von Moos today. “But without Ixso, El Tony wouldn’t exist. We’ve learned so much about building the brand long-term.”
El Tony, a cult drink in Switzerland.
Wikipedia/Louis D.B.T.B./CC BY-SA 4.0
Will expansion abroad now follow?
Regarding a possible expansion abroad, von Moos says: “I see a lot of potential for us.” The first steps in this direction are now being taken in some countries. However, building a factory of our own for beverage production is out of the question. Intelligentfood has been working with a tea expert in Austria from the start, says von Moos.
CMO of the Year Award 2024
The awards ceremony took place on August 22nd in the Papiersaal Zurich, with Tele-Züri presenter Vanessa Meier hosting the evening. The speakers were Sven Labenz from Serviceplan Culture and football expert and former national player Rachel Rinast. The award is an initiative of the Serviceplan Group Switzerland, which consists of Serviceplan Suisse, Mediaplus Suisse and Plan.Net Suisse. Partners are Admeira, APG, Meta, M&K and the University of St. Gallen.
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