Rivella Image Campaign: «And Your Thirst Says Yes»
TBWA\Zurich developed a new branding campaign for Rivella that inspires people to be spontaneous—featuring a fresh tagline, vibrant visuals, and two humorous short films.
Rivella's Image Campaign Focuses on Spontaneity and Gut Feelings
With its new Rivella image campaign, «And Your Thirst Says Yes,» the brand is positioning itself as a source of inspiration for anyone who just wants to listen to their gut. The campaign was developed by TBWA\Zurich, which—after winning the pitch in the fall of 2025—initially supported Rivella in fine-tuning the strategic aspects of its repositioning and then developed the campaign based on that. In addition to the new tagline, the campaign also introduces a younger, more vibrant visual style.
At the heart of the campaign are two 20-second videos for TV, online video, and social media. The unusual stories—one set in a traffic jam, the other during a move—are told in a humorous and colorful way by the Danish directing duo VIDA. They were produced by TBWA’s in-house production unit, ViDo.
Open Bottles and the Decisive «Yes»
In addition to the edited versions of the films for online and social media, the campaign also includes two key visuals. For the first time, these show open Rivella bottles from which people were still drinking just before the decisive «Yes!»—butterflies in the stomach included. The assets will be used on popular channels as well as in DOOH, large-scale Branding Days, and display ads.
According to the announcement, additional social media campaigns are planned for late summer and fall, to be carried out by TBWA's in-house social media unit, Buzz.
Fire Right in the Thick of It
Francesco Camenzind, Brand Manager at Rivella, explains the goal of the repositioning: «The campaign and our new brand positioning not only place the brand right in the thick of things, but also transform Rivella from a thirst-quencher into a source of inspiration.»
More information about the brand can be found on the Rivella website: https://www.rivella.com
Responsible at Rivella: Francesco Camenzind (Brand Manager), Marianna Länsitalo (Head of Brand Management, Communication & Digital), Angelika Leemann (Co-CMO), Sara Jermann (Co-CMO), Kevin Bieri (Digital Manager), Niels Niemann (Brand Manager, Digital), Morena Russo (Project Manager, Brands) Responsible TBWA\Zurich: Lukas Diem, Helena Amor (Strategy), Manuel Wenzel, Sarah Rüegger, Angelo Sciullo, Naomi Gulla, Selina Engeli, Marco Kamber, Alisea Ferrara (Creative), Claudia Sigg, Sina Gelin (Consulting), Melanie Furrer, Marc Pflug (DTP) Responsible at TBWA\ViDo: Stefanie Bereiter (Executive Producer), Meret Früh (Line Producer), Domenico Catena, Nicolao Garcia-Negrello (Motion Design), Kristoffer Kirketerp Frandsen & Christian Kirkeby (VIDA™, Direction and Cinematography), Patrick Bachmann (Cloudscape AI/VFX), Patrik Linden (Photography) Responsible for media planning at Publicis Media: Evelin Wachter (COO), Thao Nguyen (Account Director), Thomas Kupferschmid (Senior Account Manager), Iona Jefferies (Digital Account Director), Philipp Stucky (Senior Digital Account Manager), Alina Tur (Digital Account Executive), Ingo Sautter (Head of Strategy & Data), Giulia Destro (Strategy & Data Manager), Gizem Cakir (Account Manager) Person in charge of (D)OOH planning at ACE2ACE: Nurittin Yildirim (Account Director), Florian Zimmermann (Co-owner & Account Director)
