SWISS COFFEE MANUFACTURER CRITICIZED FOR NAZI MESSAGE

BERN, MAY 9 /SRNA/ - Swiss coffee manufacturer Chicco d'Oro has come under fire after using the slogan "To Each His Own" in an advertising campaign, a phrase historically associated with the Nazi concentration camp Buchenwald, the newspaper Blik reports.

The report states that the advertisement was reported by a woman from Wittigkofen, a suburb of Bern, where the slogan was displayed on a digital billboard promoting the company's new products.

The phrase "To Each His Own" is a translation of the Latin expression "Suum cuique" but it became infamous during World War II, as it was written on the gate of the Nazi concentration camp Buchenwald in Germany.

After criticism, the company announced that the use of the slogan was a "serious mistake".

The case caused a storm of reactions on social media and in the public, with assessments that companies need to be especially careful when using historically controversial messages in marketing campaigns.