Colorful thirst quencher
Sweet drinks To maintain its market position, Rivella relies on testimonials and its in-house agency Publicis.
Sweet drinks To maintain its market position, Rivella relies on testimonials and its in-house agency Publicis.
The Swiss freshwater industry clearly felt its dependence on the weather in 2004. According to ACNielsen, in the year following the summer of the century, sales (-7%) fell even more sharply than volumes. And the slight increase in sales (+1%) in the first half of 2005 is again offset by a drop in sales, which points to an increasingly fierce price war.Refreshing the Rivella power brand
Beverage sales of the traditional Rivella brand in Rothrist suffered below average. After the cola soft drinks, the beverage with milk serum and the unique color concept continues to appeal best to Swiss tastes. In terms of value, the market shares developed from 19 to 19.3 percent. According to Brand Asset Valuator, Rivella has been one of the strongest commercial brands in Switzerland for years. It could therefore not be due to the concise brand profile and the trend towards local brands that Rivella had a completely new image campaign developed by the new agency Publicis. In an analysis, Publicis had determined that the various Rivella drinkers remain loyal to their "color" exceptionally often. This preference and remarkable loyalty to Rivella is an attitude that cannot be observed to this extent with any other soft drink, explains CD Markus Gut.
As if to compensate for the rainy summer and seasonal dip in contacts, the creative team staged an attention-grabbing teaser, just like their predecessors at Lowe's. Unlike in the past, the relatively late start of the campaign was determined by the pivot of the prominent testimonials. They announced that they would be showing their colors on the national holiday, which was intended to throw viewers who had stayed in Switzerland off the scent: Would
Boris "Nutella" Becker, who now also promotes a beer brand in Germany, get a red passport? Polo Hofer founding a "green" party? And Alex Frei kicking for Bayern Munich in the near future? None of this was true, as the resolution showed. The allusion was to Rivella's worlds of color, which are to be anchored more deeply with the new slogan "Ich bekenne Farbe" ("I declare my colors").
Two agencies for RivellaThe well-directed PR fireworks additionally drew attention to the poster campaign, which was supported by celebrity confessions on the radio after the breakup. At the same time, consumers were called upon to show their colors themselves and make original Rivella confessions as part of a competition. Sensibly, the best among them were awarded monthly deliveries of Rivella.
The TV commercials then go one step further, in which the protagonists - this time lifestyle "normalos" mentioned by name - declare their allegiance to a Rivella color after making a popular philosophical statement: Red for the biker, blue for the dragon sailor and her clique, and green for the architect. The TV commercials prominently and succinctly feature the product characteristics of the three Rivella varieties.
In addition to advertising and sports and now cultural sponsorship, push measures at retailers remain an important pillar of the promotion mix. In the past fiscal year, a team of 50 handled an almost unbelievable 45,000 sales calls.
While in the future the strong position in the home market will be defended by Publicis, the communication package for the expansion strategy "of small steps" was recently entrusted to the Jung-von-Matt network. In France, Luxembourg, Germany, Austria and the strongest foreign market, Holland, those responsible are pursuing a niche policy in which Rivella is to be positioned as the Swiss national drink in the upper price segment.
Color connoisseur: Soccer ace Alex Frei likes Rivella red.
Color connoisseur: Soccer ace Alex Frei likes Rivella red.
Luca Aloisi
The Swiss freshwater industry clearly felt its dependence on the weather in 2004. According to ACNielsen, in the year following the summer of the century, sales (-7%) fell even more sharply than volumes. And the slight increase in sales (+1%) in the first half of 2005 is again offset by a drop in sales, which points to an increasingly fierce price war.Refreshing the Rivella power brand
Beverage sales of the traditional Rivella brand in Rothrist suffered below average. After the cola soft drinks, the beverage with milk serum and the unique color concept continues to appeal best to Swiss tastes. In terms of value, the market shares developed from 19 to 19.3 percent. According to Brand Asset Valuator, Rivella has been one of the strongest commercial brands in Switzerland for years. It could therefore not be due to the concise brand profile and the trend towards local brands that Rivella had a completely new image campaign developed by the new agency Publicis. In an analysis, Publicis had determined that the various Rivella drinkers remain loyal to their "color" exceptionally often. This preference and remarkable loyalty to Rivella is an attitude that cannot be observed to this extent with any other soft drink, explains CD Markus Gut.
As if to compensate for the rainy summer and seasonal dip in contacts, the creative team staged an attention-grabbing teaser, just like their predecessors at Lowe's. Unlike in the past, the relatively late start of the campaign was determined by the pivot of the prominent testimonials. They announced that they would be showing their colors on the national holiday, which was intended to throw viewers who had stayed in Switzerland off the scent: Would
Boris "Nutella" Becker, who now also promotes a beer brand in Germany, get a red passport? Polo Hofer founding a "green" party? And Alex Frei kicking for Bayern Munich in the near future? None of this was true, as the resolution showed. The allusion was to Rivella's worlds of color, which are to be anchored more deeply with the new slogan "Ich bekenne Farbe" ("I declare my colors").
Two agencies for RivellaThe well-directed PR fireworks additionally drew attention to the poster campaign, which was supported by celebrity confessions on the radio after the breakup. At the same time, consumers were called upon to show their colors themselves and make original Rivella confessions as part of a competition. Sensibly, the best among them were awarded monthly deliveries of Rivella.
The TV commercials then go one step further, in which the protagonists - this time lifestyle "normalos" mentioned by name - declare their allegiance to a Rivella color after making a popular philosophical statement: Red for the biker, blue for the dragon sailor and her clique, and green for the architect. The TV commercials prominently and succinctly feature the product characteristics of the three Rivella varieties.
In addition to advertising and sports and now cultural sponsorship, push measures at retailers remain an important pillar of the promotion mix. In the past fiscal year, a team of 50 handled an almost unbelievable 45,000 sales calls.
While in the future the strong position in the home market will be defended by Publicis, the communication package for the expansion strategy "of small steps" was recently entrusted to the Jung-von-Matt network. In France, Luxembourg, Germany, Austria and the strongest foreign market, Holland, those responsible are pursuing a niche policy in which Rivella is to be positioned as the Swiss national drink in the upper price segment.
Color connoisseur: Soccer ace Alex Frei likes Rivella red.
Color connoisseur: Soccer ace Alex Frei likes Rivella red.
Luca Aloisi
