Swiss soft drink Rivella to launch in the UK with 3.5m ad campaign

Switzerland’s second largest soft drink Rivella is to launch in the UK with a 3.5m TV advertising campaign, won by Bates Dorland after a secret pitch.

Derived from milk, Rivella is lightly carbonated, pale amber in colour and tastes of fruit and herbs. It holds about 12 per cent of the Swiss market behind Coca-Cola, thanks to its heavy association with sport.

In the UK, Rivella is to be pitched as a premium mainstream soft drink and hopes to fill a gap between mid-market products such as 7-Up or Lilt and upmarket brands like Schweppes and Perrier. It will be sold in both its original and sugar-free forms in new packaging. Bates’ campaign, expected to break in the summer, will target women aged between 20 and 30.

Originally, the brand was to have been launched through The Just Juice Company in the UK. But after the sale of Just Juice to Del Monte in December, the family-owned Rivella Group set up its own UK subsidiary and appointed former Just Juice marketer Andy Leslie as its new UK sales and marketing director.

He says: “There are plenty of carbonates in the sector, but these tend to be aimed at a much younger market. Rivella is a sophisticated product which is difficult to pigeonhole.”

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here