WestWayne to Relaunch Swiss Drinks in U.S.

ATLANTA Swiss soft drink producer Rivella USA has hired WestWayne to re-introduce three beverages, the agency said.

A print and guerrilla marketing campaign will launch in the third quarter for Rivella Red, a whey-based beverage, and diet drinks Rivella Blue and Rivella Green, made with green tea extract. The account will be handled from the agency’s Tampa, Fla., office.

The Atlanta-based indie won the account following a review against several undisclosed Southeast shops. Billings are also undisclosed.

Rivella, the No. 2 two beverage maker in Switzerland, first introduced the brand in the U.S. in 1998, but pulled the product in 2001 to re-examine its strategy, regional activities and partnerships with distributors.

Headquartered in Boca Raton, Fla., Rivella will make its first appearances in grocery stores such as Publix, a WestWayne client.

“They were looking to work with an agency in the Southeast that would give them some honest input on how their brand would translate in the U.S.,” said Jennifer Garr, director of client services at WestWayne. “There is a proliferation of options in this market that they don’t have in Europe, such as space and the number of competitors.”

Rivella is likely to be sold in the organic and specialty food aisles of grocery stores to people who are interested in new tastes and healthy snacks.

The agency’s first efforts will break next month with samplings at various client-sponsored sports and cultural events.

“When you don’t sell every day in the U.S. market, we can’t talk about the competitors and say, ‘Here’s your brand,’ ” said Garr.

“This is a grown-up tasting product,” she added, likening Rivella Red to ginger ale.