ABOUT

Launched in the mid-80s, Rio set out to offer a natural alternative to fizzy, fruitless soft drinks.

Yael Alaton, Strategy Director at Pearlfisher, said of the strategic approach: “In considering the role that Rio plays in the life of its consumer — a younger, down-to-earth demographic with a balanced approach to health — we identified an opportunity for Rio to own a “feel-good moment” in a day and defined a set of brand principles inspired by a central strategic vision: ‘Celebrating the Sunny’.”

Rio Brand Manager Danielle Obbard, said of the redesign, “The rebrand will allow us to carve out an ownable, distinctive space in a rapidly evolving category.”