Rimuss sparkles with a new brand image

Rimuss, the pioneer of non-alcoholic enjoyment in Switzerland, is sharpening its brand image and focusing on contemporary communication. What began in 1954 in the vineyards of Hallau has developed into a social trend. Today, Rimuss offers a variety of products, ranging from sweet to dry, which appeal to discerning adults and young connoisseurs alike.

"In view of this development, it was time to sharpen the brand and rethink communication based on this," explains Micha Davaz, CEO of Rimuss & Strada Wein AG. The company received support from bodin.consulting.

Frank Bodin has the following to say about the approach to developing the brand strategy: "The Rimuss brand is a strongly anchored traditional Swiss brand whose myth is more relevant than ever. While Rimuss used to be associated primarily with children's fun, today the brand offers a variety of high-quality products for every taste, from sweet to dry. Actually, all the brand ingredients were already there - the main thing was to emphasize the important and leave out the unimportant." The beginning and basis for all measures was the purpose developed together with the customer: Rimuss establishes alcohol-free enjoyment as a social normality and connects all age groups and cultures. As a visible sign, the Rimuss logo is now accompanied by an arched brand addition "Alcohol-free since 1954", supplemented by the tagline under the logo "Prickeln für alle".

In addition, there is a newly created stage for the brand image that could not be simpler: The newly developed Rimuss orange expresses value and joie de vivre. Renato de Gennaro, Head of Marketing, explains: "The color orange stands for joie de vivre, optimism and also has a cheerful signal effect. Rimuss now has an orange thread that ensures immediate recognizability across all media channels."

Variety for every taste - even in advertising

Tingling moments enrich everyday life. No one should be excluded - regardless of age, origin or culture. Diversity not only characterizes Switzerland, but also the non-alcoholic Rimuss selection, from dry to sweet. Fittingly, Rimuss is present wherever families and different generations and cultures meet. The central message: variety from sweet to dry for every taste. This message is visible offline through year-round posters at popular excursion destinations and megaposters at highly frequented locations. Rimuss supplements this presence online with a mix of display ads, digital posters and the social media films "Ready to celebrate every moment".

The offline implementations are carried out directly by bodin.consulting. The display ads were designed and dynamically played out in collaboration between bodin.consulting and Converto. Targeting based on proprietary data, which was used in the Data Clean Room, made it possible to achieve above-average performance and interaction with the target group.

Allthewayup's social media ads were developed with the aim of capturing users' attention in the first few seconds and holding it until the message "Celebrate every moment" is firmly anchored in their memory. Allthewayup relies on psychological principles and marketing based on neuroscientific findings.

With its new brand identity, Rimuss shows that alcohol-free sparkling wine has long been more than just an alternative - it is part of a contemporary culture of enjoyment. It will be interesting to see what concepts the brand comes up with in the future to anchor alcohol-free enjoyment even more firmly in people's minds and glasses.