World novelty from Rothrist
Rivella is now also available in yellow. To launch the new soy drink, Reinhold designed what is likely the biggest campaign of the season. At Zurich’s main train station alone, 50,000 sample bottles were handed out.
The competition must have seen red. On Tuesday of this week, the entire circulation of the commuter newspaper 20 Minuten in Switzerland was printed on yellow paper. The title of the paper read: "From today, everything is different. Inside the sheet then the clarification on an advertising street over full eight pages. "Rivella yellow is here."
After red (1952), blue (1959) and green (1999), there is now also Rivella yellow. The world premiere with the first soft drink based on soy is also obtained from a "waste product" - whey produced during the manufacture of tofu. The organic soy is harvested in southern Germany. In winter, it comes from a Fairtrade supplier in Brazil. At Rivella in Rothrist, they experimented with the lactose-free drink for four years. Now they are expecting a lot from the market in a trendy lifestyle area, but also among people without a desire or license for milk serum.
Reinhold was allowed to pour correspondingly generously during the launch campaign. A large-format "art book" with background information on Rivella yellow paved the way to the shelves of major distributors. For smaller customers such as restaurants, a mailing with a print run of 45,000 is being sent out, including soy seeds, soil and pots. A lounge covering 600 m2 has been set up in Zurich's main train station on launch day. The aim was to sell 50,000 sample bottles to men and women. A similar campaign took place on the Place de la Riponne in Lausanne. A fleet of six yellow-branded Mini will be distributing further drinking samples in ten cities in the near future. A poster campaign will follow in late fall. In addition to a broad set of ads, a commercial is already being run. After the still anonymous teaser, now comes the enlightenment, trendily staged in a lifestyle ambience. The spot was produced in Zurich by Reto Salimbeni and his Manifesto Films. From now on, the film will be used as the basic medium for the new branding.
"When we announce a different Rivella, there's a need for explanation," says Patrick Naef, who has overall responsibility for this budget at Reinhold. The ads and posters, unlike the film, are saturated with a good dollop of information about soy, Rivella, and organic.
Niche products such as Coke Zero and Redbull have somewhat dampened Rivella's sales in recent years. With yellow, everything is now set to change, and not just in the bottle.
Andreas Panzeri
After red (1952), blue (1959) and green (1999), there is now also Rivella yellow. The world premiere with the first soft drink based on soy is also obtained from a "waste product" - whey produced during the manufacture of tofu. The organic soy is harvested in southern Germany. In winter, it comes from a Fairtrade supplier in Brazil. At Rivella in Rothrist, they experimented with the lactose-free drink for four years. Now they are expecting a lot from the market in a trendy lifestyle area, but also among people without a desire or license for milk serum.
Reinhold was allowed to pour correspondingly generously during the launch campaign. A large-format "art book" with background information on Rivella yellow paved the way to the shelves of major distributors. For smaller customers such as restaurants, a mailing with a print run of 45,000 is being sent out, including soy seeds, soil and pots. A lounge covering 600 m2 has been set up in Zurich's main train station on launch day. The aim was to sell 50,000 sample bottles to men and women. A similar campaign took place on the Place de la Riponne in Lausanne. A fleet of six yellow-branded Mini will be distributing further drinking samples in ten cities in the near future. A poster campaign will follow in late fall. In addition to a broad set of ads, a commercial is already being run. After the still anonymous teaser, now comes the enlightenment, trendily staged in a lifestyle ambience. The spot was produced in Zurich by Reto Salimbeni and his Manifesto Films. From now on, the film will be used as the basic medium for the new branding.
"When we announce a different Rivella, there's a need for explanation," says Patrick Naef, who has overall responsibility for this budget at Reinhold. The ads and posters, unlike the film, are saturated with a good dollop of information about soy, Rivella, and organic.
Niche products such as Coke Zero and Redbull have somewhat dampened Rivella's sales in recent years. With yellow, everything is now set to change, and not just in the bottle.
Andreas Panzeri
