Pink for Rivella: Ready. Focus. Go.
With the «Ready. Focus. Go.» campaign, developed by Rosarot, Focuswater is positioning itself as a companion for anyone who wants to be ready when it counts.
Anyone who sets their sights on great things should also take a moment to pause and reflect. Because achieving great things requires not only talent, expertise, passion, and motivation, but above all one thing: focus. «We believe in the power of this moment—and that focus is the key to unlocking one’s potential,» say Marianna Länsitalo, Lead Brand Communication & Digital, and Carla Christen, Brand Manager at Focuswater. «With ‘Ready. Focus. Go.,‘ we show how our products provide support exactly when it counts.»
New positioning, new tagline, new brand campaign
Rosarot provided strategic guidance to Focuswater during its repositioning and, through close collaboration, developed a brand foundation that gives the brand a clear role. The new tagline, «Ready. Focus. Go.,» distills the positioning into three memorable words. „The wonderful thing about it is that we all associate something with the phrase «Achtung, fertig, los.» or «Ready, Steady, Go.» We’ve learned to hear these words whenever it really matters—when we need to perform at our best. It’s exactly this feeling of focus that we capture with the new tagline and campaign,“ says Matthias Koller, Co-CEO of Rosarot.
Ready. Focus. Go.
The campaign launches nationwide in Switzerland in June—on TV, news websites, and social media. The campaign will also be promoted at events and at the point of sale. It features three different sports scenes that capture key phases of a sporting moment: just before the start, while focusing, and in action. The athletes accompany these scenes with the mantra-like phrase: «Ready. Focus. Go.»—clear-headed, fully present in the moment.
Person in Charge at Rivella Group Sara Jermann (Co-CMO), Angelika Leemann (Co-CMO), Marianna Länsitalo (Lead Brand Communication & Digital), Carla Christen (Brand Manager, Focuswater), Kevin Bieri (Digital Manager), Niels Niemann (Digital Manager) Person in charge at rosarot Matthias Koller (Co-CEO, Creative Director), Deborah Bäbler (Consultant), Franz Neugebauer (Senior Copywriter/Concept Developer), David Lübke (Copy/Concept), Sherida Kuffour, Boris Stoll (Art Director), Horatiu Sovaiala (Photography), Responsible for Stories Silvan Giger (Director/Director of Photography/Editor), Yves Bollag (Executive Producer), Michèle Seligmann (Head of Production), Rhea Mandanis (Producer)
