Gone with the wind: Ricola launches "Breezify" commercial
Monday sees the release of the new Ricola commercial "Breezify". The continuation of the "Just take Ricola" campaign once again comes from the forge of the Jung von Matt agency in Berlin, which was already responsible for the "Who invented it?" spot and the world-famous Ricola yodel.
What doesn't one do to get a good dose of herbal power? According to the latest Ricola commercial, you order a "Mini Meadow" - that is, an artificial herb meadow - to your home (Werbewoche.ch reported). Or you can let yourself be blown away by an oversized herbal wind turbine, as in the latest clip "Breezify. The spots emphatically show that neither of these are the most promising options - and with a good pinch of humor. Because the answer is much more obvious: "Just take Ricola".
"In our latest advertising clip, we are again deliberately going for a surprise effect that makes you laugh," Ricola CEO Thomas P. Meier (pictured) told Advertisingweek.ch. "Humor is important to us because it connects us emotionally with our viewers."
The TV spot is the continuation of the current Ricola campaign and fits seamlessly into the storytelling of the first commercial. The agency Jung von Matt in Berlin, led by advertising icon Jean-Remy von Matt, is once again responsible for the creation.
With the campaign, the brand wants to show once again that Ricola is a proven alternative to many a new trend and simply delivers what it promises: naturally grown alpine herbs, Swiss quality and the popular balance between enjoyment and functionality.
Strategy refinement
The advertising clip is part of the refinement of the marketing strategy of the traditional Swiss company. According to Ricola CEO Meier, this encompasses everything that defines the company and the Ricola brand: "The new advertising campaign reflects our values in a very special way. Natural herbs, the unmistakable taste and the desire for a soothing time-out. I particularly like the fact that the second commercial also uses a good dose of humor to suggest the simplest solution - namely enjoying herbs with Ricola in everyday life. I'm looking forward to the viewers' reactions."
The campaign launches in Switzerland on Monday, will be broadcast in the other European countries in the coming weeks and includes various media.
