Observed Signal · Jul 7, 2026 · Campaign Launch · Source: persoenlich.com News · Impact: 1/5 · Sentiment: Positive
TBWA Zurich launches Rivella campaign celebrating spontaneity
TBWA\Zürich has created a new image campaign for Swiss beverage maker Rivella under the claim “Und dein Durst sagt ja” as part of a post-win repositioning. The work centers on two 20-second films (for TV, online video and social) directed by Danish duo Vida and produced by TBWA’s internal ViDo unit. The campaign also includes two key visuals showing opened Rivella bottles, and uses a younger, more lively visual language. Media formats named for rollout include TVC, online video, social, digital-out-of-home (DOOH), large-scale Branding Days and display ads. Publicis Media handled media planning and ACE2ACE handled DOOH planning. TBWA’s internal Buzz unit will execute additional social activations planned for late summer and autumn. Francesco Camenzind (Rivella Brand Manager) is quoted on the new brand positioning.
Creative campaign announcement with limited industry-wide impact; relevant for agency and brand activity but not a major platform or policy change.
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Key Takeaways & Evidence Grounding
- TBWA\Zürich developed a new image campaign for Rivella under the claim "Und dein Durst sagt ja".
- The campaign features two 20-second films for TVC, online video and social, directed by the Danish directing duo Vida and produced by TBWA's internal unit ViDo.
- Campaign assets include two key visuals (opened Rivella bottles just before the titular "Ja") and a younger, livelier visual language.
- Media rollout covers TVC, online video, social, Digital-out-of-Home (DOOH), large-scale Branding Days and display ads; further social activations are planned for late summer/autumn, to be executed by TBWA's Buzz unit.
- Publicis Media is responsible for media planning and ACE2ACE is responsible for DOOH planning.
Connected Companies & Entities
1 Entity mapped“Responsible at Publicis Media for media planning: Evelin Wachter (COO) et al....”
Related Market Signals & Shifts
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