Rivella quenches its thirst for value
An additional appearance by Lowe revitalizes the soft drink's wholesome image
An add-on appearance by Lowe's renews the soft drink's healthy imageBy Ernst Weber Rivella's appearance - "What color is your thirst?" - does not fully convey the brand's core values. That's why an added-value campaign designed by Lowe, Zurich, is now to communicate the product attributes of the healthy thirst quencher. It is used as a flanking measure.
Rivella is gaining momentum. According to Mike Brodbeck, head of product marketing at Rivella, Rothrist, the brand's market share rose by one percent to 14 percent last year in a sweet beverage market that is tending to decline. Around 80 million liters of the popular drink are now consumed in Switzerland each year (52% drinks red, 30% drinks blue, 18% drinks green).
In Rothrist, the company is convinced that "the reason for success clearly lies in the separate structure of the three product worlds. Since the launch of Rivella green in the summer of 1999, Rivella advertising designed by Lowe, Zurich, has tried to teach consumers that thirst is not just thirst, but comes in the colors red, blue and green.
Naturally, the colors correspond to the advertising identity colors of the Rivella varieties. The psychologically cleverly operating appearance has prevailed because the color sensations coincide with the mood of the worlds of experience in which the products are located.
It is well known that Rivella red is intended to quench thirst caused by athletic performance, Rivella blue to quench thirst felt during leisure and social activities, and Rivella green to quench thirst caused by concentrated mental work. According to Constance psychologist Ingrid Riedel, the red ray symbolizes vitality, the blue ray the mind, and the green ray the resilience of the will.
Nevertheless, the color appearance has a weak point. It neglects the core value of the brand. A shortcoming that Lowe now wants to make up for with an additional appearance. Rivella is to be more clearly differentiated, particularly in relation to the still-growing iced tea submarket. "Sharpening the brand value is tantamount to strengthening the brand," says Brodbeck.
The visuals of the added-value campaign each show the product against a corresponding color background. Headlines such as "For everyone who wants to give up sugar but not calcium, magnesium, phosphorus, and potassium" remind us that the milk serum-based drink is a natural and healthy thirst quencher. In each case, the headlines refer to the editorial environment in which the special-format ads appear. "For us, the campaign is an opportunity to once again cultivate our strength in copywriting," says Lowe CD Mark Stahel.
Rivella is gaining momentum. According to Mike Brodbeck, head of product marketing at Rivella, Rothrist, the brand's market share rose by one percent to 14 percent last year in a sweet beverage market that is tending to decline. Around 80 million liters of the popular drink are now consumed in Switzerland each year (52% drinks red, 30% drinks blue, 18% drinks green).
In Rothrist, the company is convinced that "the reason for success clearly lies in the separate structure of the three product worlds. Since the launch of Rivella green in the summer of 1999, Rivella advertising designed by Lowe, Zurich, has tried to teach consumers that thirst is not just thirst, but comes in the colors red, blue and green.
Naturally, the colors correspond to the advertising identity colors of the Rivella varieties. The psychologically cleverly operating appearance has prevailed because the color sensations coincide with the mood of the worlds of experience in which the products are located.
It is well known that Rivella red is intended to quench thirst caused by athletic performance, Rivella blue to quench thirst felt during leisure and social activities, and Rivella green to quench thirst caused by concentrated mental work. According to Constance psychologist Ingrid Riedel, the red ray symbolizes vitality, the blue ray the mind, and the green ray the resilience of the will.
Nevertheless, the color appearance has a weak point. It neglects the core value of the brand. A shortcoming that Lowe now wants to make up for with an additional appearance. Rivella is to be more clearly differentiated, particularly in relation to the still-growing iced tea submarket. "Sharpening the brand value is tantamount to strengthening the brand," says Brodbeck.
The visuals of the added-value campaign each show the product against a corresponding color background. Headlines such as "For everyone who wants to give up sugar but not calcium, magnesium, phosphorus, and potassium" remind us that the milk serum-based drink is a natural and healthy thirst quencher. In each case, the headlines refer to the editorial environment in which the special-format ads appear. "For us, the campaign is an opportunity to once again cultivate our strength in copywriting," says Lowe CD Mark Stahel.
