Title	UNLIMITED BOTTLE
Brand	RIVELLA
Product/Service	RIVELLA
Category	B02. Promotional Item Design
Entrant	NOTCH INTERACTIVE Zurich, SWITZERLAND
Idea Creation	NOTCH INTERACTIVE Zurich, SWITZERLAND

Name	Company	Position
Soeren Schroeder	Notch Interactive AG	Creative Director
Marco Kamber	Notch Interactive AG	Social Media Journalist
Marco Klein	Notch Interactive AG	Art Director
Gabriel Schuster	Notch Interactive AG	Art Director
Rebecca Kalina	Notch Interactive AG	Account Manager
Romina Lemmert	Notch Interactive AG	Head of Social Media
Peter van der Touw	Notch Interactive AG	CEO

Background

Situation Rivella is the most popular Swiss soft drink and has always been firmly rooted in the mountains. However, the image of the brand slowly gathered dust over the years. Especially young people do not perceive Rivella as a cool and innovative brand. Brief Spark enthusiasm for the traditional product amongst the young target group in the hiking season – and prove that Rivella is still highly innovative to this day, in spite of all tradition. Objectives The main objective was to create a new brand experience, which attracts the young target audience. The idea should also reinforce interaction between the target group and the brand.

Describe the creative idea

We did not just want to tell our target audience about Rivella’s innovativeness. We wanted to provide physical evidence. Therefore, we partnered with the Swiss iconic Brand SIGG and created the «Unlimited Bottle»: a special aluminium drinking bottle. It comes along with the awarded design of the 0.6l Traveller bottle from SIGG, which is permanently displayed in the Museum of Modern Art in New York. But what really sets the «Unlimited Bottle» apart is its unique feature: All bottle owners are entitled to an unlimited amount of free Rivella refills throughout Switzerland. Furthermore, owners of the bottle benefit from free cable railway rides in more than 20 Swiss mountain regions – also unlimited. To increase the desirability of the bottle and to trigger action within the target group the «Unlimited Bottle» could not be bought, but only be won in a national On-Pack-Promotion. The campaign was advertised on Social Media.

Describe the execution

We created the «Unlimited Bottle» and announced it via Facebook and Instagram. The bottle itself was designed in a very unique way and limited to less than 2000 pieces. It comes along with the awarded design of the 0.6l Traveller bottle from SIGG, which is permanently displayed in the Museum of Modern Art in New York. But while the shape remained untouched, the golden colour was specially mixed. This was quite difficult, since the standards of the SIGG products are very high. In the whole history of SIGG there has never been a golden colour like this. So it is very unique and was highly desired by the target group.The print of the bottle was applied by hand in a 5 step process. The design of the bottle features traditional elements of the Swiss mountains in a modern way. As a bold move the «Unlimited Bottle» touches the Rivella logo.

List the results

The campaign was extremely successful. Within the first three weeks 10 million media impressions were achieved. The unique reach was more than 1 million. That means the message of the «Unlimited Bottle» was widely spread amongst our target group and created an extremely strong impact. The engagement rate amounted to 25.8 %, which proves that the idea really hit a nerve. Within the first three weeks outrageous 71.205 contest participations could be enregistered. And since the target audience kept spreading the message, even more followed. Looking at all positive comments and the big involvement the campaign created, we draw the conclusion, that the «Unlimited Bottle» strongly contributes to the new and more positive perception of Rivella amongst the young target group.