Women in Switzerland still earn 20% less than men for exactly the same work. This wage gap was applied to consumer goods. In German, the suffix ‘-in’ is added to many nouns to create the feminine from. The agency took German names of products that only exist in the masculine form, such as Bohrer (Drill), and added the suffix ‘-in’ (Bohrerin), to create a feminine version of the same product. The feminine version was then advertised significantly cheaper.