Ricola launches cross-media campaign for first herbal caramel candy
Ricola is launching the first herbal caramel candy. A cross-media campaign and Lola the Sniffer Cow are designed to pique consumers' curiosity.
Among other things, the sweet consists of the tried-and-tested 13-herb mixture, which is grown by Swiss farmers in the mountain region. And lactose-free Swiss butter. And golden balm, mint and a pinch of Swiss Alpine salt. The new product is sweetened with calorie-free steviol glycosides from the stevia plant.
A broad-based campaign is supporting the launch of Ricola Herbal Caramel. Various channels and measures such as social media, a microsite, samplings, POS and a TV commercial are used to explain with the typical Ricola wink why the latest innovation is almost as valuable as gold. At the center of the campaign is the "lurking cow" Lola with her perfect nose for the finest herbal caramel. She is indispensable at customs and helps the two quirky customs officers Gerber and Flütsch to prevent the Ricola treasure from being smuggled out of the country.
https://www.youtube.com/watch?v=WSyQL7hJffE
The campaign, which can be seen on Swiss channels since Monday, was created by Jung von Matt/Alster. The Hamburg agency was already responsible for the new global brand campaign "Chrüterchraft" in 2013. After 15 years of "Who invented it?", the new look was intended to relaunch the brand. - also a creation by agency founder Jean-Remy von Matt - was to be rejuvenated. (pd/hae)
