Reinhold goes for a slim waist for Rivella blue
With its new spring campaign, «Who’s Looking Good?,» the Reinhold advertising agency is kicking off the advertising year for Rivella. The campaign focuses on the spring outfits of Swiss celebrities.
The Reinhold advertising agency is kicking off the advertising year for Rivella with the new spring campaign "Who cuts a good figure?". The focus is on strengthening and updating the low-calorie Rivella blue.
At the heart of the campaign are prominent Swiss people who know what it takes to cut a good figure. Swiss musicians and models such as Seven, Nadine Strittmatter, Michael von der Heide, Lauriane Gilliéron and Emel speak out in favor of the low-calorie Rivella blue. You can see the celebrities' favorite outfits for spring. "We deliberately only show the stars' outfits and not their faces," explained Patrick Naef from the Reinhold advertising agency. "We think it's exciting to use a celebrity testimonial in a different way".
With these images, the drinks manufacturer wants to raise awareness of the fact that Rivella blue is easy on the figure. Market studies have shown that many consumers are not sufficiently aware of the drink as a low-calorie soft drink. "That's astonishing, because Rivella blue has been on the market since 1959, making it the first light soft drink in Europe," says Naef. A strong competitor for figure-conscious drink lovers is the Coca-Cola group, which is currently making strong inroads into the market with its "Zero" soft drinks. However, Reinhold wants to take a different communicative approach with Rivella: The agency will dispense with Anglicisms and will not promote Rivella blue as a "light" drink, but will rely on the German expression "Mit wenig Kalorien" (with few calories). After all, Rivella is the quintessential Swiss soft drink.
The positioning statement of the Rivella blue campaign is "Who cuts a good figure?". It is also the quiz question for the online competition on the new website
. The aim is to match individual outfits to the right Swiss celebrity. Ten outfits of your choice, each worth CHF 2,000, will be raffled off.
The Reinhold advertising agency has developed a total of eleven motifs featuring Swiss trendsetters from all language areas. The campaign kicks off with double-page ads in the Sunday press and the complete edition of 20 Minuten. The media plan will then be supplemented by consumer and fashion magazines. For ten weeks, 1/1 pages and tactical competition ads will be used. They will be flanked by a broad-based online campaign with special banner formats. Reinhold has also put together a complete gastropackage: placemats, glass coasters, stands and rotairs. They are all eye-catching with a slim waistline.
Responsible at Rivella AG:
Mike Brodbeck (Head of Marketing), Esther Stalder (Group Product Manager Soft Drinks). Responsible at Reinhold: Reinhold Weber (Creative Direction), Oli Kreienbühl (Art Direction), Wolfram Scherer (Text), Patrick Naef (Consulting). Photography: Federico Naef.
At the heart of the campaign are prominent Swiss people who know what it takes to cut a good figure. Swiss musicians and models such as Seven, Nadine Strittmatter, Michael von der Heide, Lauriane Gilliéron and Emel speak out in favor of the low-calorie Rivella blue. You can see the celebrities' favorite outfits for spring. "We deliberately only show the stars' outfits and not their faces," explained Patrick Naef from the Reinhold advertising agency. "We think it's exciting to use a celebrity testimonial in a different way".
With these images, the drinks manufacturer wants to raise awareness of the fact that Rivella blue is easy on the figure. Market studies have shown that many consumers are not sufficiently aware of the drink as a low-calorie soft drink. "That's astonishing, because Rivella blue has been on the market since 1959, making it the first light soft drink in Europe," says Naef. A strong competitor for figure-conscious drink lovers is the Coca-Cola group, which is currently making strong inroads into the market with its "Zero" soft drinks. However, Reinhold wants to take a different communicative approach with Rivella: The agency will dispense with Anglicisms and will not promote Rivella blue as a "light" drink, but will rely on the German expression "Mit wenig Kalorien" (with few calories). After all, Rivella is the quintessential Swiss soft drink.
The positioning statement of the Rivella blue campaign is "Who cuts a good figure?". It is also the quiz question for the online competition on the new website
. The aim is to match individual outfits to the right Swiss celebrity. Ten outfits of your choice, each worth CHF 2,000, will be raffled off.
The Reinhold advertising agency has developed a total of eleven motifs featuring Swiss trendsetters from all language areas. The campaign kicks off with double-page ads in the Sunday press and the complete edition of 20 Minuten. The media plan will then be supplemented by consumer and fashion magazines. For ten weeks, 1/1 pages and tactical competition ads will be used. They will be flanked by a broad-based online campaign with special banner formats. Reinhold has also put together a complete gastropackage: placemats, glass coasters, stands and rotairs. They are all eye-catching with a slim waistline.
Responsible at Rivella AG:
Mike Brodbeck (Head of Marketing), Esther Stalder (Group Product Manager Soft Drinks). Responsible at Reinhold: Reinhold Weber (Creative Direction), Oli Kreienbühl (Art Direction), Wolfram Scherer (Text), Patrick Naef (Consulting). Photography: Federico Naef.
