Ricola: weakening repositioning of the brand?
"The Ricola campaign "Chrüterchraft " does not work," writes the Sunday. At least the Chrüterkraft euphoria has declined noticeably in the last three years.
It's been three years since the "who invented it" man preceded the typical Ricola shout. Instead, people around the world were to become familiar with the word "Chrüterchraft". It doesn't sound quite so euphoric today, according to Sonntag. Ricola is quietly and secretly crawling back.
"Anchoring the artificial word Chrüterchraft is not our primary goal, but rather to strengthen the consumer's perception of herbs," says Ricola spokeswoman Linda Hufschmid, putting the earlier intentions into perspective. One simply has to judge the performance of the campaign differently: In Italy it works very well, in Thailand less so.
In fact, Ricola is sticking to the Chrüterchraft strategy. The yellow that has been characteristic of the herbal sugar up to now is again being replaced more often by green - in keeping with the herbal claim. This is particularly evident on the website, writes the Sontag further. As an insider told Sonntag, this step had been highly controversial internally for a long time. The owner family would have wanted to hold on to the dominant yellow appearance despite "Chrüterchraft".
However, the characteristic yellow packaging will remain, as Hufschmid told Sonntag. The website, on the other hand, will be greener. (uma/sunday)
