USP Partner: Brand activation for Ricola at the Arosa Humorfestival
The agency USP Partner planned and executed a personalized Christmas promotion for the herbal candy brand Ricola. The campaign took place as part of Ricola’s sponsorship of the Arosa Humor Festival in December 2021.
USP Partner's goal was to create a unique activation for the Humorfestival, tailored to the pre-Christmas season and in line with the brand. The core of the activation was a limited Ricola XXL Christmas edition with the four most popular flavors Original, Glacier Mint, Elderflower and Lemon Balm. These could be personalized by consumers on the spot with their personal greeting message, name or favorite saying. With the high-quality implemented individualization, the limited XXL Christmas edition of Ricola thus became a Christmas gift that consumers could buy for their loved ones or simply for themselves.
For the on-site implementation, USP created stand and visibility elements for which the recently developed Ricola brand campaign was also staged to match the promotion. The stand was intended to be both an eye-catcher and, together with the promotion, a crowd puller for the guests in the event village of the Arosa Humorfestival. The USP brand ambassadors were thoroughly trained on the Ricola brand, the products and the promotion and were thus well prepared to competently advise visitors, encourage them to buy a personalized XXL Christmas edition and offer them an overall emotional and lasting brand experience.
The innovative activation and the fact that Ricola's limited Christmas Edition was not available anywhere else made the promotion a unique experience for visitors to the Arosa Humorfestival.
Together with its client Ricola, USP was responsible for the conception of the promotion, developed the solution for the realization of the personalization and was also responsible for the entire planning and ensuring a smooth implementation.
