Webguerillas revives Ricola's trademark
Who invented it? «Rii-co-laa!» The social media campaign «Your Life is a Hit!»—created by the Webguerillas agency—puts a new spin on the world-famous Ricola catchphrase.
The Ricola call was first set to music in 1993. It is one of the best-known acoustic trademarks, according to a media release. In various countries, the Ricola call has been integrated into television commercials: The saunas of Finland, for example, are also well known in Switzerland.
In order to bring this unique trademark to life for all fans and friends of the brand, Ricola is using an attention-grabbing social media campaign. Users can compose their own jingle step by step. Based on the information stored on the user's Facebook profile, an individual song is created.
Alphorn and groupies
Born in the 90s? From Naples? In the end, there would probably be a Ricola call as a Eurodance version with mandolin. Or maybe a Grisons native born in 1979? Then the user can look forward to a disco-funk version with alphorn! Various additional options are available: For example, Facebook friends can be called upon as virtual background singers. The song is also accompanied by an animated video in which groupies also appear. If you want to know what your own individual Ricola song sounds like, you can do so at the Ricola Facebook Fan Page under try out.
Ricola relies on social media
"The Ricola shout-out, which is customized according to the particular information on the user's Facebook profile, encompasses all age groups and thus conveys cross-generational fun with and about Ricola," says Janine Gauch, social media manager at Ricola. "Ricola has arrived on Web 2.0. We want to offer users a playful approach and at the same time give them the opportunity to find themselves in our brand."
With the campaign designed and implemented by Webguerillas, Ricola is consolidating its communication strategy: In addition to classic advertising, the traditional Swiss company is increasingly taking social media into account. From a technical point of view, the app uses the user's profile properties stored on Facebook as a matrix and generates an individual song from it. The finished song can be shared, downloaded and played again at any time.
