We're thrilled by the tremendously positive response which has genuinely taken us by surprise. While we knew it was a compelling campaign with a playful twist, the speed at which it has been embraced has been remarkable.

If people struggle to separate our two countries, we need to help them. We can’t change the names of our nations, but we can become more distinct. Switzerland is often referred to as the pinnacle of luxury - however, Sweden offers luxury of a different nature, and these differences, in all of their beauty, are what we want to showcase

"This is a great way to influence people around the world to use less water."