Background
After 14 years, Rivella Yellow is making a comeback. It is now available as a vegan version, sugar-free and without milk-based ingredients. A successful omnichannel campaign was launched for the new introduction at Coop.

Launch of Rivella Yellow at Coop with an omnichannel campaign:

• Managed audience with a dedicated landing page and hero slider on coop.ch

• Newsletter teaser

• Advertisements in the Coop member press and the Easter magazine

• Shelf talker at the POS

• Online competition with a wheel of fortune and prizes worth a total of CHF 270,000

• Many other activities

LINK TO THE ONLINE COMPETITION

The Focus Water success story

Background
The market for sports and vitamin water has grown significantly in recent years. More and more brands are entering the segment, which is particularly popular with a young, health-conscious demographic.

In this competitive environment, Focus Water not only managed to successfully launch at Coop but also worked its way up to the market leadership position over the last few years.

Target: Reach, visibility, and initial brand interest

Target: Stimulate repeat purchases and deepen brand loyalty (keyword: Loyalty building)

Target: Secure long-term relevance

With a clear strategy, systematic implementation and ongoing brand communication, Focus Water has successfully established itself as the leading brand in the segment. Dynamic communication tailored to the target audience's worlds was the key to success.

Success factors:

• Systematic brand messaging across all phases

• Sustained activation rather than short-term peaks

Background
Starbucks coffee is now also available in Retail. It can now be enjoyed in every household, as beans or pods.

Communication in the widely-read Coop member press is used to reach the widest possible customer group at the time of launch. Furthermore, visibility at the POS is maximized with an unmissable shelf frame as well as Young&Urban samplings and tastings, to make sure potential consumers notice the new Starbucks products.

In the first 5 weeks alone, over 300,000 stick packs of the Nespresso-compatible pods were sold, Thus, Starbucks is now the no. 1 coffee brand for coffee pods at Coop.

Background
Following the classic joint launch of the Collezione Pasta and Vero Gusto sauce ranges, a strategy was sought to anchor the purchasing process.

In addition to targeted communication measures, such as the partnership during the Italy promotion and the creation of an editorial pasta feature in the Italy magazine, Barilla utilized the digital collection campaign to foster long-term consumer loyalty to these brands. The digital collection campaign was simultaneously promoted and supported by the core media, such as the Coop member press, shelf talkers and various online advertising materials.

Thanks to the DCC and its activities, an increase in sales of over 27% was achieved. The participation rate was a highly successful 44%, as was the 75% redemption rate of the coupons. Thanks to these activities, the campaign was successfully extended in the long term following a conventional product launch.