Rivella planned a comprehensive campaign to promote the launch of the new Rivella Yellow and rapidly raise awareness of the product. The campaign aimed to highlight the drink’s health-conscious qualities and appeal to a broad target audience.
The messages ‘Fully vegan’, ‘no milk added’ and ‘40 per cent less sugar’ were communicated as part of a 360-degree campaign that included various out-of-home initiatives. Two eye-catching yellow trams, designed to look like oversized Rivella Yellow bottles, operated in Zurich and Bern for several months, attracting the attention of passers-by. In addition, mega-posters were installed at high-traffic locations in Switzerland’s largest cities. The whole country was bathed in bright yellow thanks to a multitude of APG|SGA’s analogue and digital advertising spaces, ensuring the message reached every corner of the nation.
The strategically placed campaign ensured that Rivella Gelb gained nationwide recognition in a very short space of time and attracted widespread attention in public spaces. The innovative and eye-catching execution of the outdoor advertising campaign played a key role in the success and rapid establishment of the new product on the market.