Freshly painted
Soft drinks Reinhold has invented a new font for Rivella and now wants to launch a major campaign.
Soft drinks Reinhold has invented a new font for Rivella and now wants to launch a major campaign. Every child knows it and adults love to drink it too: Rivella, one of the 20 power brands in Switzerland. After many years of success, Reinhold has now launched a new image and a nationwide campaign for the "Swiss national drink". A doctor's widow from Zug once inherited a recipe for a whey drink from her husband. She wanted to offer this prescription formula to a young man for sale in America in 1950. In the land of unlimited possibilities, however, it was not formulas but products that were in demand. So Rivella has remained Swiss. Robert Barth, the brother of the American traveler, began testing the recipe, opened the first production facility in Stäfa and moved the rapidly growing company to Rothrist in 1954.
Since then, Rivella has been on a steady upward trajectory. "Keep it up to date, make it younger," is how Reinhold Weber describes the mission to continue giving the popular brand the necessary boost.
Old claim remainsThe last campaign advertised with celebrities and the claim "What color is your thirst?". Even with the change of agency after Reinhold won the pitch, he now wants to spin the claim further. Otherwise, however, everything has changed quite a bit. Reinhold has also designed new lettering for the new bottle. Reinhold's new key visual for the advertising is the raised index finger. The symbol that everyone in the pub uses to order drinks will be "leased" by Rivella in future.
"A brand this big can't have a quiet campaign," Reinhold is convinced. That's why the company invested in two visibly elaborate films with Manifesto Films. These were realized by Reto Salimbeni in Vancouver. Canada was also chosen as the location for the photos because it has a Chinatown with 300,000 Chinese people. And these were to visualize Rivella's previously neglected reference to the exotic Far Eastern green tea in the commercial. Incidentally, Rivella green now has 50 percent less sugar. But this is only mentioned in the small print.
Andreas Panzeri
Since then, Rivella has been on a steady upward trajectory. "Keep it up to date, make it younger," is how Reinhold Weber describes the mission to continue giving the popular brand the necessary boost.
Old claim remainsThe last campaign advertised with celebrities and the claim "What color is your thirst?". Even with the change of agency after Reinhold won the pitch, he now wants to spin the claim further. Otherwise, however, everything has changed quite a bit. Reinhold has also designed new lettering for the new bottle. Reinhold's new key visual for the advertising is the raised index finger. The symbol that everyone in the pub uses to order drinks will be "leased" by Rivella in future.
"A brand this big can't have a quiet campaign," Reinhold is convinced. That's why the company invested in two visibly elaborate films with Manifesto Films. These were realized by Reto Salimbeni in Vancouver. Canada was also chosen as the location for the photos because it has a Chinatown with 300,000 Chinese people. And these were to visualize Rivella's previously neglected reference to the exotic Far Eastern green tea in the commercial. Incidentally, Rivella green now has 50 percent less sugar. But this is only mentioned in the small print.
Andreas Panzeri
