P3ACHY: Rivella's rapping peach takes over the can
Rivella is launching two new can sizes—Rivella Rot and the limited-edition Peach Zero—and is supporting the launch with a summer campaign centered on P3ACHY, an AI-generated peach rapper. The creative concept was developed by TBWA\Zürich.
P3ACHY: Rivella's rapping peach in the Rivella P3ACHY campaign
Rivella is bringing a breath of fresh air to the soda aisle: With Rivella Red and the limited-edition Peach Zero, the Rothrist-based company is launching two new varieties in the convenient 33-cl can. The launch is accompanied by the Rivella P3ACHY campaign, which puts the new can variant in the spotlight with a rapping AI peach.
Available in the new format are both the classic Rivella Red—with its unchanged flavor—and the limited-edition Peach Zero, which combines Rivella with a fruity peach flavor and is designed to appeal even without added sugar. With the introduction of the can, Rivella is positioning itself even more strongly as a companion for on-the-go—from festivals to spontaneous get-togethers with friends.
Rising Demand for Cans
«Demand for cans has been growing for years, especially among younger consumers,» says Sara Jermann, Co-CMO of the Rivella Group. «With the launch of Rivella in a can, we’re strategically expanding our product range to include a convenient format that perfectly meets their needs and opens up new opportunities for refreshing moments.»
Alongside the launch, Rivella is rolling out a campaign that literally makes the limited edition the star of the summer. With P3ACHY, a rapping peach, the Peach Zero can gives the product its own voice and positions it as the summer’s newcomer. The creative concept was developed by TBWA\Zurich.
Oh my God: Rivella is going Peachy
To create the perfect soundtrack, P3ACHY teamed up with Zurich-based rapper EAZ to reinterpret the track «Juicy» as «Peachy.» The song is at the heart of the campaign; as a catchy summer track, it’s designed to energize the limited edition musically and give it a distinct identity. In keeping with this theme, the music video combines real-life scenes featuring EAZ with an AI-generated visual world that brings P3ACHY to life. According to Rivella, this creates a contemporary, eye-catching look that blends reality and artificial intelligence.
Zurich Rapper Meets Artificial Intelligence – P3ACHY Campaign Focuses on Local Connections
«It was important to us to create a genuine connection to the local culture despite using AI. With EAZ, we were able to bring a popular Zurich-based artist on board for the campaign, which lends it additional credibility and relevance among the young target audience,» emphasizes Niels Niemann, Digital Brand Manager at Rivella.
In addition to the song, the campaign features a wide-ranging social media initiative, which is being implemented in collaboration with TBWA\Buzz. It will also be rolled out via digital channels, mega-posters, and in-store POS activities, and will run throughout the festival summer. Publicis Media is handling media planning.
Rivella cans are now available at select retail and foodservice outlets.
More information at https://www.rivella.ch
Responsible at Rivella: Niels Niemann (Digital Brand Manager), Elena Thommen (Brand Manager), Francesco Camenzind (Brand Manager), Marianna Länsitalo (Head of Brand Management, Communication & Digital), Angelika Leemann (Co-CMO), Sara Jermann (Co-CMO), Kevin Bieri (Digital Manager), Alper Kaya (Digital Manager), Nadine Barth (Trade Marketing Manager), Nicole Zumsteg (Senior Live Marketing Manager), Andrea Murer (Social Media & Content Marketing Manager), Carla Koller (Senior Innovation Manager)
TBWA\Zurich campaign lead: Manuel Wenzel, Sarah Rüegger, Naomi Gulla, Selina Engeli (Creative), Claudia Sigg, Sina Gelin (Consulting), Melanie Furrer, Marc Pflug (DTP and Image Editing)
Social Media Manager at TBWA\Buzz: Lara Horisberger, Julia Peter, Anouk Schaedler
Production Manager at Shining Film: Leonardo Sanfilippo (Executive Producer), Alessandra Dolci (Line Producer), Ray Kossarev (Offline, Ronnie Amsterdam), Postoffice Amsterdam (AI/VFX/Grading)
Person in charge at Gadget Entertainment Group: Arber Rama (Artist), Sherlyn Müller (Brand Partnerships Manager), Berkay Kaplan (Project Manager, Brand Partnerships)
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), Ingo Sautter (Head of Strategy & Data), Giulia Destro (Strategy & Data Manager), Ailina Scherrer (Strategy & Data Trainee), Gizem Cakir (Account Manager)
Person in charge of packaging design at Win: Anke Krocker (Creative), Isabelle Weiß (Creative), Bastian Stock (Creative), Jörg Rhoden (Consulting)
At Burki Scherer, responsible for packaging design and the production of promotional materials: Patricia Häuselmann (Consulting & Publishing), Stefanie Haas (Communication & Design), Patrick Schnyder (Communication & Design), Raphael Matter (3D Art Direction)
