Ricola: «Who Invented It?» Makes a Comeback—with Jung von Matt
Ricola is reviving its legendary tagline, «Who invented it?»—with dry humor, a new mascot named Ric, and a campaign by Jung von Matt Limmat designed as a long-term communication platform.
One of the most famous slogans in Swiss advertising history is back: «Who invented it?» With the Ricola “Who invented it?” campaign, the herbal candy manufacturer is reinterpreting its iconic tagline—developed by Jung von Matt Limmat.
According to Ricola, a spirit of invention and a drive for innovation have defined the company since its founding in 1930. What began with a blend of 13 Swiss Alpine herbs in the legendary herbal candy has evolved into a broad, diversified product range for a wide variety of everyday situations and moments of enjoyment. The question «Who invented it?» has always been more than just an advertising slogan.
From a winter companion to a year-round companion
«This statement captures the very essence of Ricola’s drive and commitment to consistently producing innovative, top-quality products that meet the diverse and evolving needs of its customers. With the goal of being present throughout all seasons and offering the right products for every moment and everyday situation—ones that meet customers» specific needs—Ricola is evolving from a winter brand into an everyday brand,” explains Sandra Payer-Schmid, Head of Marketing at Ricola Switzerland.
The tagline is remembered with great enthusiasm across all generations and national borders, which makes this reinterpretation strategically sound. «The iconic question »Who invented it?’ is as much a part of Ricola as our jingle ‘Riiiicolaaaaa.’ It’s iconic—a strong brand asset that people still remember years later with undiminished enthusiasm,” Payer-Schmid continued.
Self-assured and self-deprecating humor
In this reinterpretation, Ricola comes across as more self-assured and self-deprecating. Whereas the humor used to be direct and explanatory, the brand now relies on silence, facial expressions, and gestures. According to the press release, this is an approach that only a brand with nearly a century of history and products known worldwide for their quality can afford to take.
The new campaign has been running on all platforms and channels since September 7. Starting in 2027, a variety of series formats will be aired, each focused on a specific moment of enjoyment and the products that go with it. The goal is to create a long-term communication platform that positions Ricola as a year-round companion.
Dominique Magnusson, Creative Director at Jung von Matt Limmat, says: «Many generations grew up with this iconic question, but some people today don’t even know it anymore. We’re changing that now with dry Swiss humor and plenty of awkward silence.» The campaign kicks off with a commercial set in a supermarket: A young customer places a pack of Ricola on the checkout conveyor belt, and the cashier reflexively responds with the famous question—only this time, it’s directed at what is presumably the wrong generation.
New Mascot as a Herb Expert
A new addition to the brand's universe is Ric, a marmot from the Swiss Alps who serves as the brand's herb expert.
In addition to the introductory film, which serves as the foundation for the new communication platform, the campaign is also featured in other short-form formats. It will be shown on TV, social media, in print, out-of-home, digital out-of-home, on the radio, and at the point of sale.
Agency in charge: Jung von Matt LIMMAT; PR contact: June
