Irritating at first sip

Whether driving, at work or during pregnancy - there are many good reasons to enjoy alcohol-free drinks. And now there is also a good drop. The newly launched Rimuss Secco stands out from the rest of the Rimuss range with its dry, less sweet taste. The trendy development is being promoted by Renzen Communications in Aarau. "The very first assignment for this new client was a real challenge, as we had to freshen up the somewhat 'dusty' image and get away from the cliché of 'sweet children's champagne'," explains CD Hanno Lietz. The result is an advertising campaign that clearly conveys the USP "enjoyment without alcohol in any situation" and positions Rimuss Secco as a stylish, sophisticated aperitif drink for adults. So far, there are three different advertisements, with further measures such as a TV commercial in the pipeline.

Rimuss has been bringing together young and old for over 50 years. In 1945, the farmer and vine grower Jakob Rahm bought his first grape press. By 1949, one hundred thousand liters of grape juice had already been sold. Finally, a research institute in western Switzerland suggested to the industry that they should try their hand at producing a sparkling, sparkling grape juice. After some trial and error, the first non-alcoholic "sparkling wine" bottle was uncorked. However, it was not a large company but the small family business Rahm that entered the market in 1954. Renzen has stylishly incorporated this historic development into the new imagery. "Rimuss stossed alli aa!" was the previous claim. The aim was to capture this feeling, but to move away from the family groove. Renzen succeeded in doing this with a little deliberate irritation.

Andreas Panzeri