Rawcut launches Tankbar in the B2C market with "Juicy January" campaign
The Zurich-based startup Tankbar is making the leap from B2B to consumer business. For the launch, Rawcut developed the multichannel campaign «Juicy January,» which frees January from its “no-indulgence” mode. Through DOOH and social media campaigns, the smoothie brand aims to establish a strong presence among Zillennials.
Tankbar takes the step from the office to everyday life. Following the successful B2B phase, in which the smoothie filling stations were placed in companies, the Zurich start-up is launching B2C in January 2026. Customers can now also order the smoothies directly to their home. Rawcut was commissioned as the lead creative agency for the market launch in the end customer business and developed the "Juicy January" multichannel campaign.
From B2B product to consumer brand
The launch is deliberately designed as a brand-building campaign. The aim is to anchor Tankbar in the relevant target group in a short space of time and at the same time make the new direct sales channel visible. To achieve this, the campaign relies on a combination of reach and performance. DOOH creates a presence in public spaces and ensures recognition. Social media takes on the role of an explanation and conversion platform, where attention turns into interest and interest into orders.
A campaign that reframes January
Many brands play in the same tonality in January: renunciation, discipline, reset. Tankbar turns the tables and turns the month into "Juicy January". The idea: if everyone makes January alcohol-free, Tankbar makes it juicy. The framing works as a counter-concept in terms of content and at the same time provides a clear communicative bracket that can be used consistently across all channels.
The focus is on concise headlines that are read quickly and stick. They work as a hook on DOOH and as an introduction to social assets, where the product and its application can be further communicated. Examples of this are "Gym Bro Kkoli" or "Raw New". The look remains reduced so that the product acts as a hero and the message sits in seconds.
Founder effect as a marketing lever
Co-founder Janosch Nietlispach is the face of the campaign and brings additional reach and credibility to the launch as an influencer. He is used as a brand ambassador in the social formats and combines product benefits with entertainment and suitability for everyday use. Tankbar was founded by Nietlispach together with his business partner Ralph Buess.
"With the campaign, we wanted to show what Tankbar stands for: uncomplicated, honest and with a good dose of attitude. Juicy January is our statement against going without: Switzerland can still have a taste for indulgence in January," says Janosch Nietlispach, co-founder of Tankbar.
Media and Performance implemented within the Thryve Group
Rawcut was responsible for the concept, creation and visual language of the campaign. Media and social media performance were implemented by the partner agency Swissper. Both agencies are part of the Thryve Group.
Responsible at Thryve: Sophia Maria Kramer (Creative Direction & Text), Eve Kelemen (Art Direction), Sabrina Livia Weber (Account Direction), Vanessa Menegola (Consulting), Nicolas Bernauer (Media), Kevin Toma (Managing Director Swissper)
