Sonic branding Rivella
I never thought there were so many nuances in music that are crucial for creating a ‘feeling’. You can really search for the right identity that matches your brand and translate that into your own sound.
Laura Beenders, Brand Development Manager Rivella
Leaving your regular soft drink for another is a big step. Sometimes you just want something different. But what does that sound like? Well, like tingling synths, sizzling percussion, and a ripping sax. Let yourself be surprised!
What is the importance of an audio identity for Rivella?
At Rivella, we strongly believe in creating distinctive brand elements. By using these consistently, you are recognised as a brand more quickly. Many people know Rivella from an old slogan from the past, and nowadays, consumers actually only know the logo. When we started building a new brand positioning and accompanying brand campaign, the need also arose to develop a musical identity. Apart from the logo or a payoff, we are convinced that sound can also do a lot in building brand recognition.
Rivella sound logo
You had – after being absent for a while – also planned a campaign. How did those two processes run alongside each other?
The strength of TAMBR lies in translating brand positioning and brand values into the world of music. From there, we worked together with the creative agency in translating into a campaign about ‘being different’ and music that reflects that. By keeping each other focused on the compositions of music and speaking out creative tools and needs, a nice cross-pollination emerged, entirely fitting with the Rivella brand. There was a lot of mutual connection between TAMBR and the advertising agency, which meant a lot of work was taken off our hands as the client.
How did you experience the search for your ‘own sound’?
Incredibly cool! I never thought there were so many nuances in music that are crucial for creating a ‘feeling’. You can really search for the right identity that matches your brand and translate that into your own sound.
What do you think of the result?
Very fitting and of great value for further building brand recognition, because ultimately we want more people to think of Rivella more often at the ‘soft drink moment’. Versatile too, with the various edits we can easily use the music under different expressions.
What does Rivella sound like now?
Surprisingly different, cheerful and encouraging. Exactly what we want to achieve with the campaign ‘go for Rivella’, where we encourage people to break from their standard soft drink and go for something different!
Rivella brand anthem
